Match And eHarmony Go Head-to-head To Attract Consumer Love

MARKETING WEEK – Jan 11 – Match is promoting its ’Affinity’ service through a series of unscripted documentary-style TV advertisements. At the same time, eHarmony is running a TV, radio and print campaign promoting its “real UK success couples” and its UK country manager says the company is likely to trial a crowdsourced ad in its next TV promotion. Advertising of online dating sites has evolved, according to Match managing director Karl Gregory, changing from humorous ads trying to dismiss online dating taboos to more emotional marketing. The UK online dating industry is predicted to be worth 150m GBP annually by 2014, according to Mintel and currently harbours over 1,400 dating websites. FULL ARTICLE @ MARKETING WEEK

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