has more than 500,000 active users and is considered the number one online dating website in the UK.
H&K's campaign will initially focus on developing consumer perceptions of online dating and the adoption of the service across the UK through an aggressive media relations campaign, proving that it is fun, hip and, most of all, can really work.
Darren Richards, DatingDirect.com CEO and co-founder, said: "We chose Hill & Knowlton because of its obvious specialism in the consumer technology market and ability to market net-based companies at 'street level'. From the start, its knowledge of issues, trends and the media in our marketplace was impressive, and it was clearly ready to hit the ground running."
Founded in 1999, DatingDirect.com is an independent company headquartered in Birmingham. As well as operating its own DatingDirect.com website, it also is behind dating sites for partners such as , and , allowing these and other sites to run their own branded dating services on their websites.
Sam Clark, H&K Consumer Tech associate director, said: "DatingDirect.com is an excellent addition to the Consumer Tech portfolio. We're all really excited to be working with such a young and passionate company. Our campaign will be focused on ensuring DatingDirect.com continues to outshine all other brands stepping out on the UK online dating scene."
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