Yahoo! Inc. yesterday announced the upcoming launch of a comprehensive marketing campaign promoting
Yahoo! Personals. Yahoo! Personals plans to kick off a new
television commercial during the March 23 broadcast of the Academy Awards. The commercial is part of a larger, integrated campaign that includes television, radio, outdoor and online media. The new
creative campaign for Yahoo! Personals establishes a broad brand positioning of hopeful optimism in the dating world best summarized by a single word which signs off all of the communication: Believe.
This campaign establishes Yahoo! Personals as an island of hope in a sea of dating cynicism by celebrating the excitement and anticipation of dating. The integrated creative was developed by Black
Rocket Euro RSCG, Yahoo!'s advertising agency of record, and will extend over a period of six weeks.
