LONDON: AOL Europe has picked Joe Public Relations (JPR) to launch its youth-targeted Netscape Online brand.
LONDON: AOL Europe has picked Joe Public Relations (JPR) to launch
its youth-targeted Netscape Online brand.
JPR won the work after a four-way pitch.
AOL bought Netscape Communications last November for nearly dollars 4.2
The deal included Netscape’s browser, Netscape Netcentre and the
Netscape suite of e-commerce applications.
Netscape will be a free service provider, with content targeted at
Internet-literate, single males aged 18 to 35. The AOL brand, however,
will continue to charge users. AOL is Europe’s biggest Internet service
provider, with 2.7 million subscribers.
’This is not online PR, but a traditional consumer launch,’ said JPR
managing director Matthew Wood. JPR will launch the service at a press
conference later this week.
According to Wood, one aim will be to pre-publicize the site’s content -
which features music, lifestyle and sports - in much the same manner
that agencies gain publicity for magazines via the tabloids.
JPR will report directly to Maggie Gallant, corporate communications
director for AOL in the UK. ’The launch of Netscape Online is part of a
clear multiple brand strategy by AOL,’ she said.
The three AOL Europe Internet brands comprise AOL, which is the
mainstream brand; Compuserve, which targets busy professionals and
AOL will continue to work with Freud Communications, which handles
celebrity and some consumer PR. All other PR for AOL and CompuServe is
managed in-house and headed by Gallant.
AOL Europe’s PR operation has seen more than its share of change
In June, the former head of AOL’s Washington, DC public affairs office,
Bill Burrington, was brought aboard as SVP and chief communications
officer for Europe.