By: Kathryn Wade Washingtonpost.com Touts New Personalization Feature
Last week, washingtonpost.com announced the launch of a new
advertising campaign to promote its newly created personalized
service -- mywashingtonpost.com. The ads are an extension of the
"you live here" campaign which the company has used for the past
two years to promote its Web site.
"Ultimately, the campaign is meant to reach fairly deep into the
local marketplace," said Don Marshall, a spokesman for
Washingtonpost.Newsweek Interactive. The print, radio, and
television ads feature prominent Washington Post newspaper
personalities, including political columnist David Broder and
sports columnist Tony Kornheiser. The campaign will run for
another month and then return again for several months in the
fall.
Created by Adworks Inc. of Washington, the campaign shows
potential users that mywashingtonpost.com is a different kind of
customized web page. Launched on June 5th, mywashingtonpost.com
is a single Web page which allows users to specify the modules
that interest them.
"Mywashingtonpost.com is a new way of getting Washington
Post information. It's more convenient, and easy to use,"
Marshall said. Users who create a personalized Web page can
choose anything from news and sports to local weather and
traffic, along with specific activities in the Washington area,
such as museum exhibits and movie times.
The television spots are used to create a more personal feel as
they follow a fictional character named Cliff through his morning
routine, showing that the personalization aspect of
mywashingtonpost.com is virtually the same as reporters catering
their columns to users in their own homes.
When he walks into his bathroom he meets Kornheiser who gives his
opinion of a new coach, and as he makes his way downstairs, he
finds Broder, film critic Rita Kempley, and traffic reporter Ron
Shaffer. Cliff learns what to expect on Capitol Hill that day,
discovers that a new movie is opening in a theatre near his home,
and is able to avoid traffic on the Wilson Bridge thanks to the
advice of Dr. Gridlock.
"Mywashingtonpost.com is all about personalizing news and
information and the commercial conveys this message in a fun and
individualized manner," said Adworks Founder and Creative
Director Mark Greenspun.
Related story:
Washingtonpost.com Unveils New Personalization Features (E&P Online's e-letter 06/05/01)
Copyright 2001, Editor & Publisher.
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