Website Promises Love in the New Year

04/12/2007

Online dating website Match.com, is to launch a new advertising campaign on New Year’s Eve to encourage people to "make love happen rather than leaving it to cupid and fate".

The campaign introduces two "lazy, hapless" characters called Cupid and Fate, who spend their time filling in magazine quizzes and doing their hair rather than focusing their attention on match-making lovelorn humans. The strapline reads: "Don't wait for Cupid and Fate. Find love for yourself at Match.com".

Match.com UK Managing Director Jason Stockwood said: "Our new campaign says you might just need a helping hand to open the door to your perfect match."

The adverts, which will broadcast on radio, TV and on outdoor billboards, have been created by London-based creative communications planning agency Monkey Communications and New York advertising agency Hanft Raboy and Partners. Media buying is through M2M.

Match.com is launching its New Year’s Eve campaign to tie in with New Year’s resolutions of UK singletons to find love in 2008. The website faces competition from other popular dating sites such as Mysinglefriend.com and Flirtbox.co.uk.

Internet dating has grown in popularity over recent years and rivals traditional dating agencies, particularly amongst younger people.