Around the Net Retools Image In New Campaign

  • Adweek, Thursday, December 28, 2006 11:15 AM has rolled out a multimedia push themed "It's okay to look" in ads created by Hanft Unlimited in New York. The campaign tries to relaunch the online dating service and pushes a "Portrait Toolkit" that allows users to seek advice from Jay Manuel of "America's Next Top Model" on wardrobe, hair, makeup, etc. to make photographs more appealing.

It is a break from Match's recent efforts featuring TV's Dr. Phil as pitchman. "The category as a whole has been missing real guidance about how to feel good about going online and be proud of the quirks that make you beautiful," says Jim Safka, CEO of Match.

"Romance and love are very personal, and yet many people create their profiles in minutes, using photos with bad lighting or not filling out any information about who they truly are as a person."



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