Firefly aids dotmusic traffic drive

The UK’s most popular music web site, dotmusic, has appointed Firefly on fees in excess of pounds 100,000 to lead its PR drive for more subscribers.

The UK’s most popular music web site, dotmusic, has appointed

Firefly on fees in excess of pounds 100,000 to lead its PR drive for

more subscribers.



Firefly was appointed after a pitch which included Freud

Communications.



This is the first time an agency has been appointed. The PR function was

previously the responsibility of owner Miller Freeman’s in-house

department.



According to Annabel Abbs, the Firefly director heading the account:

’The campaign is about driving traffic to the site and not about brand

building at this point.’



Firefly aims to carry out this strategy through on-line competitions and

by promoting scoop stories to the mainstream media. The campaign will

focus on promoting the site via TV, radio and broadsheet newspapers in a

bid to have an immediate effect on the number of users visiting the

site.



Firefly will work alongside Dotmusic’s student marketing agency

Revolution and advertising agency Evans Hunt Scott, hired on total

combined fees of pounds 4 million for the year.



All three agencies will meet weekly with the client to discuss the

impact that the overall campaign is having on figures.



’Dotmusic has set tough targets which we must help them meet. As with

most .com companies, they are seeking a lot of traffic quickly,’ said

Abbs.



Dotmusic was launched in 1995 as a spin-off from industry magazine Music

Week. Earlier this year, it registered the biggest traffic levels to

date of any UK music-related website. An audit by ABC for April found

the site generated 6.24 million page impressions.



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