The campaign, which breaks on Wednesday, is headed by a direct mailing in the form of a branded box containing a giant bag of party poppers. The mailing will be supported by press ads in trade and industry magazines. The pay-for-performance website will initially target businesses in the travel, shopping and entertainment sectors.
The campaign will also include banners, email and discussion group sponsorships that will run on business-to-business websites such as Freeserve portal clearlybusiness.com.
Nick Hynes, managing director and president of Overture Europe, said, "This campaign reinforces Overture's core proposition that its pay-for-performance business should be the starting point for online marketing."
Overture, which changed its name from GoTo.com last month, launched the search engine in 1998 and expects to achieve profitability in the third quarter of 2001.
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