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LAVALIFE SERVES UP SINGLES IN NEW CAMPAIGN
Posted 4 Sep 2007 IN: Lavalife and Fresh Tracks Media
Toronto and Vancouver, September 4, 2007 - How does a company who targets singles reach new members?  If you are Lavalife Corp., a leading provider of products and services designed for singles, you partner with Fresh Tracks Media to deliver your message right into the hands of unattached urbanites via a branded pizza box campaign.  For the months of September and October, 120,000 pizza boxes promoting lavalifeVOICE will be distributed via independent pizzerias in Toronto and Vancouver.

“At Lavalife, we understand the busy lifestyles of singles today, and we want to communicate with them in places where they already live, work and play,” says Marina Glogovac, Chief Executive Officer of Lavalife. “The new Pizza Box Advertising campaign provides Lavalife with a creative and impactful means of reaching new members in Toronto and Vancouver and offers a chance for singles in these markets to meet new people and have great new experiences through lavalifeVOICE.”

The branded pizza boxes will feature eye-catching, glossy visuals and include unique phone numbers providing access to the personal profiles of hundreds of local lavalifeVOICE members.  Callers can also exchange messages and connect live with other lavalifeVOICE singles.

The campaign is the latest and largest of a number of significant initiatives for Fresh Tracks Media, a growing Toronto-based boutique media company launched in 2006 that has also developed promotional programs for Alliance Atlantis and Procter & Gamble.  While the Lavalife initiative focuses on young, urban singles, previous work has been geared towards audiences from university students to suburban families, strengthening the company’s ability to customize campaigns for a broad demographic at the local, regional and national level.

"It is really exciting for us to be working with Lavalife to help them connect with new, single members,” says Yasaman Yeganegi, Account Director, Fresh Tracks Media.  “There is an obvious brand benefit to reaching prospective customers while they are home and near the phone – it makes for a very targeted impression.”

Fresh Tracks Media will leverage their exclusive partnerships with the leading distributor of pizza boxes in Canada to promote the Lavalife campaign through a range of independent and small chain pizzerias in Toronto and Vancouver.