News International rebrands online as News Network

News International Digital Publishing is rebranding as News Network, as it looks to move away from an emphasis on its newspaper products and expand its online offerings.

News International Digital Publishing is rebranding as News

Network, as it looks to move away from an emphasis on its newspaper

products and expand its online offerings.



News Network will launch FiredUp.com this weekend, an online auction

site that offers users the opportunity to bid for entertainment

events.



The Spice Girls will kick off the launch and users will be invited to

bid for the pop group’s memorabilia.



Online viewers will also be able to bid for other events, such as a

Christmas trip to Lapland or a meeting with the pop star, Sting,

scheduled around his Paris concerts.



A series of merchandising partnerships, as well as the opportunity to

bid for goods and services from a range of companies underline these

headline events.



FiredUp.com will sit alongside News Network’s current online ventures,

which include page3.com and bun.com. A news service will be launched

next year.



All the sites fall under the control of Alistair McCleod, the managing

director of the News Network.



Jean-Paul Sanchez, marketing director of News Network, said: ’We see

ourselves in a new space, building on entertainment brands. The major

point of differentiation is the focus on sexy exciting events which are

built on the world of entertainment.’ He added: ’Building relationships

with high street brands is definitely something that we will be looking

at.’



TBWA GGT Simons Palmer was appointed last week (Campaign, 3 December) to

handle the creative task for the entertainment site. Rocket will handle

media strategy, and Carat will be responsible for the off-line media

buying.



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