Dating site nabs a bit of Mischief

The UK's largest online dating site has brought in Mischief PR as its strives to stand out in an increasingly competitive market.

The 12-month retainer will see Mischief handling all media relations for DatingDirect.com.

The agency will also do some guerrilla marketing and brand work for the site.

The campaign will focus on key celebrations during the year, such as Valentine's Day, Christmas and summer festivals.

The site will differentiate itself by being about 'fun encounters', said Mischief founder Mitchell Kaye, who will head up the account.

The account was won following a competitive pitch. Hill & Knowlton has worked on the account previously, but stopped working with the company at the end of November last year.

The site has 3.5 million active members and started an ad campaign last month.

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