JPR chosen to launch Netscape youth brand

AOL Europe has picked Joe Public Relations to launch its youth-targeted Netscape On-line brand.

AOL Europe has picked Joe Public Relations to launch its

youth-targeted Netscape On-line brand.



JPR won the work after a four-way pitch. AOL bought Netscape

Communications last November for pounds 2.6 billion, including Netscape

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 in the 18-35 age group. The AOL brand

will continue to charge users. AOL is Europe’s biggest internet service

provider, with 2.7 million subscribers.



’This is not on-line PR but a traditional consumer launch ,’ said

Matthew Wood, managing director of JPR. JPR will launch the service at a

press conference next week.



According to Wood, one key aim will be to pre-publicise content, which

covers music, lifestyle and sport, just as agencies currently gain

publicity for magazines through the tabloid press.



JPR will report directly to Maggie Gallant, corporate communications

director for AOL in the UK. ’The launch of Netscape On-line is part of a

clear multiple brand strategy by AOL with three distinctive market

sectors,’ she said.



The three AOL Europe internet brands are AOL, Compuserve and Netscape

On-line. AOL is its mainstream consumer brand designed for family

use.



Compuserve is aimed at busy professionals, with a strong emphasis on

business information.



AOL retains Freud Communications which handles celebrity and some

consumer PR for AOL. All other PR for AOL and Compuserve is managed by

an in-house team of seven headed by Gallant.



AOL Europe has recently undergone a massive restructuring. In June the

former head of AOL’s Washington DC Public Affairs Office, Bill

Burrington, was appointed as senior vice-president and chief

communications officer for Europe.



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