The global company has been running an unbranded dating service in the Australian market via nine.msn, but is now planning to ramp up market awareness of its own brand in the country ahead of a launch next February.
PR and events will be used to promote the launch, with advertising possible later on, according to Match.com director of international PR Nigel Sharman.
Sharman said Mango was hired after a competitive pitch and that 14 February, Valentine’s Day, would be the brand’s likely launch date.
An Australian MD, Jane Thompson, was appointed last month to oversee the brand’s development locally, with the company also aiming to establish a presence in New Zealand.
Sharman said the company aims to be the leading online dating service in Australia, challenging existing brands such as RSVP.com.
The Mango account team, including director Melanie King, reports to London-based Sharman and Syndey-based Thompson.
Sharman was appointed to the international role a month ago (PRWeek, 7 November), just six months after taking on the role of European PR manager.
Launched in the US in April 1995, match.com is one of the largest online dating services in the world, with around 12 million members – and 910,000 paying subscribers – worldwide.
Single adults can post profiles with photos, a video and their selected preferences regarding a potential date’s age, location and body-type, among other criteria. Paid subscribers can elect to contact or reply to emails from the members they find most appealing.
Match.com swallowed up UK dating agency uDate earlier this year.