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eHarmony to Feature Recently
Married Couples
(onlinedatingmagazine.com -
January 15, 2004) eHarmony,
a leading online relationship service,
has announced a series
of new television advertisements for 2004 featuring
recently married couples. eHarmony claims
to be one of few web-based businesses to gain positive
continuous returns from mass market radio and TV advertising.
eHarmony's television
ads, featuring actual couples who met using eHarmony,
and are either
married or engaged, have struck a chord with singles
around the country, according to eHarmony. During
the third quarter of 2003, for example, television
advertising
generated
over
250,000 new eHarmony members with a return on advertising
investment of 30% and growing. Based on the past
year's success, eHarmony is significantly increasing
media spending for 2004 with new television, radio
and print advertising campaigns.
"Television and radio advertising have delivered
consistent returns for eHarmony, driving millions of
members to our site," explained Greg Forgatch,
founding CEO of eHarmony. "The strong returns
that we have derived from our advertising investments,
which exceeded $10 million during 2003, have given
us the confidence to increase our advertising budget
for 2004 as we launch the new campaigns."
eHarmony's new advertising campaign, created by agency
Donat/Wald, features recently married or engaged couples
who met their significant other on eHarmony.
"The
advertising is working because it features real couples
who embody the benefit of the eHarmony promise in every
way. It is so clear that they are deeply compatible
and radiantly in love," commented Lucas Donat,
CEO and senior creative director for Donat/Wald. "When
you're around these couples you see that something
magical is going on. Combine that with the passion
of Dr. Warren and his 35 years of research into what
makes relationships thrive and you've got the makings
for a tremendous campaign."
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