It is rolling out a multimillion-pound campaign with a focus on the 'Match moment', when a couple meets for the first time, as the central theme. It aims to convey the message that of all the major dating sites, Match is best-placed to bring about such occasions.
The campaign, by Mother, features 10-, 30- and 60-second TV spots, featuring a man trying to impress a woman at a railway station by singing about where she might be travelling, while playing a ukulele.
As a train goes past, she disappears from view on the opposite platform, but then appears next to him. It closes with a voice-over stating: 'Match makes these moments happen every day.'
Katie Sheppard, head of marketing at Match, said that as well as looking to change the perception of online dating, the ad has been created to 'elevate the brand' in the competitive dating category.
In January this year, Match ran a campaign featuring real-life couples discussing how they found love, to promote its MatchAffinity site, aimed at individuals looking to find 'long-lasting' relationships.
However, the aim of this push is to attract a different type of audience for the Match.com site, marking a long-term strategy shift for the brand.
Rival site eHarmony has also switched its focus, featuring single consumers in ads, who talk about their experience of using the site.
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