Digital: Kids' charity set for web activity

Marketing, Wednesday, 31 October 2007, 12:00am,

Plan UK, the international children's charity, is rolling out a digital marketing drive intended to raise awareness of its community-based development projects.

The organisation has appointed Harvest Digital to develop a strategy comprising media planning and buying, search marketing, brand partnerships and eCRM.

Plan UK has briefed the agency to develop an integrated online ad campaign encouraging web users to sponsor a child.

The charity has also partnered with GMTV for a co-branded microsite giving information on the African child sponsored by presenter Fiona Phillips. Online activity, including search engine marketing and ads on high-traffic sites, is being used to promote the microsite.

This article was first published on Marketing