NEW YORK: As part of its commitment to launch 30 new individual Web sites this year, AOL introduced Good News Now (GNN.com), a media outlet that features daily "feel-good" news.
Sears is sponsoring and funding the site in line with its “Life. Well spent” communications initiative which debuted earlier this year, explained Tom Aiello, VP of PR at Sears.
“People now define their quality of life not by how many things they have, but by quality of life with a family,” said Aiello.
“We listened to what our users and consumers were asking for, knowing that in this current climate we could all use a little good news,” said Alysia Lew, communications director at AOL.
Aiello explained that his team, including seasonal AOR Euro RSCG, will leverage the GNN platform to promote its programs and events, such as results from its Heroes at Home program.
The site will feature original content from AOL's editorial team, as well as relevant content from other media outlets.
“It's a positive brand association,” he said. “Ultimately the AOL editorial team has the final say in what goes up, but... now we have GNN as a way to help get news out in an organic way.”
Lew explained that her in-house team is working on SEO to help build organic traffic, as well as a collaborative media relations effort with Sears. “We expect not to just promote the site itself but a lot of the content on the site,” she adds.
Sears' team is promoting the initiative on its social network, mysears.com, as well as its Facebook and MySpace page.
Neither company would disclose budget.