NY TIMES – Aug 15 - eHarmony turns 10 on Monday, and it is celebrating the anniversary with an advertising campaign called “Love Begins Here.” The campaign features couples who met on the site and a message that singles can still find meaningful relationships. Nearly 100 people, mostly couples, participated in the eight-day shoot in Los Angeles. The participants were not paid to appear in the spots. The new campaign is a change in the creative direction of eHarmony. Instead of having couples talk about how they met or why they like the service, eHarmony chose to let music and images tell their stories. The company plans to spend $25 – $30M in online and offline advertising for the campaign through the rest of the year. FULL ARTICLE @ NY TIMES
