The Associated New Media-owned hopes to broaden its appeal to include a less financially "savvy" audience, with a London-focused campaign including press, radio and poster ads.
Creative is by DS-JSW with media planning and buying by Naked and MediaVest. An online campaign, created by DS-JSW and Tangozebra, will run across ANM's websites, such as . This is Money currently attracts around 340,000 unique users a month (ABCe audited), which it describes as financially savvy.
"People see personal finance as slightly fuddy-duddy and the majority of advertising has played to that perception," Anne Boundford, head of marketing at ANM, said. "We are trying to create something which is radically different. This is Money's current customer base is extremely loyal to the site and confident about their personal finances but we have identified the need to target a broader audience."
This is Money plans a further marketing campaign at the beginning of 2004, to promote its planned site redesign.
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