NEW YORK (July 19, 2010) – About.com today announced the launch of its new brand campaign that is designed to communicate its increased relevance to marketers as they place more value on intent-driven users. As part of the campaign the brand has also revealed a new tagline, “Need. Know. Accomplish.,” which expresses how intent-driven users utilize About.com as an empowering source for information that helps them address a need and move forward to accomplishment.
The campaign comes to life through advertising executions that present a series of moments in which a family of characters personify the range of needs that an About.com user encounters each day. Some of these needs are featured in over 30 individual creative concepts, ranging from “Lower my cholesterol” to “Find family beach activities.” The creative will run on out-of-home and digital advertising platforms for the duration of 2010, including baseball stadiums, taxi tops, phone kiosks and more.
“About.com’s quality content and user environment have evolved into a valuable part of the marketer’s toolkit,” said Evan Minskoff, vice president, marketing, About Group. “About.com can connect the brand’s marketing message and product to users when they’re seeking solutions the most – in moments of need.”
With more than 14 years of experience, About.com continues to help intent-driven users accomplish their goals at the most relevant moment. A powerful combination of highly relevant content and a user-focused environment enable About.com to help advertisers become a part of the users’ solution process. About.com can match relevant brand advertisements to the needs of its users at the right time.
About The About Group
The About Group comprises the Web sites About.com, ConsumerSearch.com, UCompareHealthCare.com and Caloriecount.about.com. About.com is a valuable resource for content that helps users solve the large and small needs of everyday life. ConsumerSearch.com analyzes expert and user-generated consumer product reviews and recommends the best products to purchase based on the findings.
UCompareHealthCare.com provides dynamic interactive tools that enable users to measure the quality of healthcare services. Caloriecount.about.com offers weight management tools, social support and nutritional information to help users achieve their diet goals.
The About Group is part of The New York Times Company, a leading media company with 2009 revenues of $2.4 billion, includes The New York Times, the International Herald Tribune, The Boston Globe, 15 other daily newspapers and more than 50 Web sites, including NYTimes.com, Boston.com and About.com. The Company’s core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.
Erica McDonald, 212-204-1724, E-mail: firstname.lastname@example.org