NEW YORK: Interactive One is conducting brand awareness campaigns with DKC for three Web sites it launched this month, which primarily target black Americans.
DKC, which was selected as AOR in June, is managing media outreach efforts for information Web site NewsOne, entertainment and gossip portal TheUrbanDaily.com, and women's online destination HelloBeautiful.com, targeting consumer publications and media and advertising trade titles, according to Matthew Traub, DKC's MD.
DKC will also facilitate trade conference opportunities, integrated marketing partnerships, events, and thought leadership programs on behalf of Interactive One, Traub said.
All three Web sites target black Americans, but HelloBeautiful.com has content created specifically for female readers, while NewsOne's audience is about 60% male, said Maria Weaver Watson, Interactive One director of strategic marketing. TheUrbanDaily.com's readership is evenly split between women and men.
DKC is also promoting social networking site BlackPlanet.com, which Interactive One's parent company, Radio One, acquired, along with MiGente.com and Asian Avenue, when it bought digital media company Community Connect in April. Interactive One aims to integrate the BlackPlanet site's features into aspects of the three new sites.
Interactive One selected DKC after two rounds of interviews with three agencies, Watson said. She declined to disclose the length or budget of the agreement. The agency had previously worked with Radio One on its Black American Survey.