Trinity Mirror has launched a pounds 5 million marketing drive to
promote its revamped web portal, ic24.
The campaign, which runs throughout April, has been planned and bought
by MediaCom TMB, using creative from Grey. It focuses on the fact that
ic24 users get free time online from 9am to 5pm every weekend.
Jill Playle, marketing director at Trinity Mirror New Media, said: ’On
TV we’ll be everywhere - terrestrial and satellite. We are also using
six-sheets, Adshels, 200 London taxis and about 2,000 buses across the
Print work will appear in Computeractive, .Net and Internet Advisor.
Grey Interactive is handling the online element of the campaign.
ic24 was launched in May last year as a free ISP and portal offering
news, sport, entertainment, motoring and travel as well as links to
Trinity Mirror titles. The relaunch comes in the wake of competition
from rival portals.
’Our market position is that of a consumer champion,’ said Playle.
’We’re targeting potential users by attitude, rather than by age or