Tuesday, March 27, 2007

Ancestry's multi-media ad campaign


PROVO, Utah, March 27 /PRNewswire/ -- Ancestry.com, the world's largest online resource for family history, today announced the launch of its first- ever nationwide fully-integrated external marketing campaign with Mullen, the company's agency of record. Scheduled to run through October, the new ads will be integrated across all channels including television, print, radio, and online.

The new campaign, which is Ancestry.com's most significant branding initiative in the history of the company, kicked off this week with the first set of ads running on a number of leading cable network stations and nationally syndicated radio stations. Meet Your Ancestors. Learn their Stories. Your Family History Awaits is the campaign's central theme, capturing the emotional rewards that result from gaining a more thorough understanding of family history and encouraging everyone to start their journey of discovery today.

(View Ancestry.com ads at: http://myfamily.mediaroom.com/index.php?s=68).

"The family history category is exploding with tremendous interest but many people need help knowing where to start," said Tim Sullivan, CEO, The Generations Network, parent company of Ancestry.com. "We are pleased to be driving this trend and speaking to a broader audience. The new ads capture a deep, emotional experience, illustrating the thrill that comes with discovering your roots and boldly showcasing how to forcibly insert you into your own family history."

The launch of the new marketing campaign comes on the heels of a very successful year of milestone achievements for Ancestry.com. Over the past decade, the company has amassed an unrivaled wealth of digital genealogical content and just within the last year launched the exclusive U.S. Federal Census Collection (1790-1930), the largest compilation of passenger list records (1820-1960) and the African-American Historical Records Collection. This month, Ancestry.com was catapulted to the front pages after discovering a shocking connection between civil rights activist Rev. Al Sharpton and former segregationist, the late Sen. Strom Thurmond.

Combined, these initiatives have spurred unprecedented explosions in site traffic and user-uploaded content, including more than 1.4 million family trees created in the past seven months. The company is building on this momentum with its new nationwide advertising push to establish Ancestry.com as the definer brand and showcase family history as an experience of powerful, personal discovery.

"One of the core messages we capture in all the spots is that magic moment of being able to connect with someone from your distance past and the emotional experience it inspires," said Jim Hagar, Creative Director, Mullen. "Most people's knowledge of their family history is pretty fuzzy, but when you begin to learn the names of relatives who lived long ago, where they lived, what they did for a living, which war they served in, they become real, bringing your past to life and also giving new meaning to the present."

The new ads will run March 26 and run through June and again in September and October, on six cable networks including A&E, the History Channel, Biography, HGTV, Food Network, Do-It-Yourself Network with 1,000 total spots airing reaching a target audience of 377 million. Ancestry.com has also secured more than 600 spots scheduled to air March through June on nationally syndicated radio stations such as FOX News Radio, Air America Radio, CBS News as well as custom integration with top radio personalities like Delilah and John Tesh, generating 645 million impressions.

Television and print features are also set to run in American Airlines and United Airlines' in-flight venues in the month of May where 60 second videos will be paired with print insertions projected to generate more than 8.4 million impressions. In addition, Ancestry.com secured a multi-brand custom sweepstakes with Time Inc., which launched on March 14 offering a grand prize family reunion package on http://www.life.com/ancestry. The cross-promotion also includes inserts in Time, Life, People and Money magazines.

About Ancestry.com

With 23,000 searchable databases and titles, Ancestry.com is the No. 1 online source for family history information. Since its launch in 1997, Ancestry.com has been the premier resource for family history, simplifying genealogical research for millions of people by providing them with many easy-to-use tools and resources to build their own unique family trees. Ancestry.com is part of The Generations Network, Inc, a leading network of family-focused interactive properties, including MyFamily.com, Rootsweb.com, Genealogy.com, and Family Tree Maker. In total, The Generations Network properties receive 8.5 million unique visitors worldwide and over 400 million page views a month (© comScore Media Metrix, January, 2007).

About Mullen

Mullen is a full-service agency and an independent brand within the Interpublic Group of Companies. Mullen's client portfolio includes General Motors, XM Satellite Radio, Four Seasons Hotels and Resorts, Stride Rite Children's Group, Progress Energy, Royal Ahold, Turner Broadcasting System, LendingTree, Match.com, Ask.com, T.J. Maxx, Highmark Blue Cross Blue Shield, Sealy, The Stanley Works, Wachovia, Sprint-EMBARQ™, MassMutual and Panera Bread. Headquartered in Wenham, Mass., the agency operates offices in Winston-Salem, N.C., Detroit, Mich. and Pittsburgh, Penn. For more on Mullen, visit http://www.mullen.com/.

SOURCE: Ancestry.com

CONTACT: Tola St. Matthew-Daniel of Coltrin & Associates,
+1-212-221-1616 ext. 101, tola@coltrin.com, for Ancestry.com; or David Swaebe
of Mullen, +1-978-468-8932, david.swaebe@mullen.com

Web site: http://www.ancestry.com/

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