The website has appointed the Wriglesworth Consultancy to target print, online and broadcast media as part of a wider consumer marketing campaign to promote it internationally, as well as to the 35-plus age market.
The 35-plus age market is a shift in focus from the brand’s normal target audience of 25- to 35-year-olds. The brand says it is focusing on over-35s who are ‘starting again’ after long relationships, in order to expand the website’s reach.
The move to target an older generation comes after market leader eHarmony.com announced that those aged over 50 were one of the fastest growing age groups among its 33 million users worldwide. Match.com has also said that about 25 per cent of its members are aged between 50 and 65.
This is the first time the company has hired a retained agency, having previously handled PR in-house.
The agency will target international and national consumer press, business and technology press, consumer magazines, broadcast and online to promote the website as a ‘fun-loving and adventurous brand’.
The strategy is to capitalise on Beeny’s existing profile to place broadcast and print interviews, and maximise the reach of success stories from the site.
Mysinglefriend.com has had one million users since launching in 2004.