Nightfly, the permission-based, Diageo-owned SMS service, has
recruited low-cost airline Go and COI Communications as advertisers, as
it prepares for its London launch later this month.
Go will promote its Bristol to Ibiza route via the service to Nightfly's
core 18- to 24-year-old customer base, while COI will publicise the
government's Foundation Degrees.
Other Nightfly advertisers include CD-wow, the music web site, EMI
Records and Sony Records.
The London launch gives Nightfly coverage in all major UK cities.
Marketing director Chris Rigby said he expects its current 80,000
registered user base to grow to 250,000 by the first quarter of
2002.
Diageo has spent more than £1m on Nightfly since its launch in
November.
It was initially envisaged as a night-life information provider, but has
evolved to offer a broader source of content. Rigby said he is close to
signing up brands in the health and beauty and fashion sectors.
The launch of the London service will be backed by promoters touring
bars and clubs talking to young people.
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