‘San Diego U-T’ Launches Classified Help-Wanted Campaign

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By: E&P Staff

The San Diego Union-Tribune has launched a marketing campaign to get people to read the help-wanted classified section on its Web site, SignOnSanDeigo.com.

Using humor and the idea that no worker is completely satisfied with his or her gig, the paper created a microsite, ILoveMyJobAndINeverWantToLeave.com, the title of which pretty much sums up the theme.

The site features ?success story? occupations like camel husbandry, flower masseuse, clown ?escorts,? and silver-painted tourist trap standing still on a box performers.

Viewer can listen to the wisdom of advice videos from Dear Dr. Occupation.

?This campaign is like nothing we?ve done before — it?s a new approach that will resonate with our target audience, which includes men and women ages 18-49,? Chris Jennewein, vice president of Internet operations, said in a statement.

Jennewein said they are promoting the microsite on college campuses, other Web sites, like MySpace, Google, and Yahoo, and with radio spots.

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