TITLE

IParty hopes to click with mothers planning events

AUTHOR(S)
Snyder, Beth
PUB. DATE
October 1999
SOURCE
Advertising Age;10/4/1999, Vol. 70 Issue 41, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the advertising campaign by online party supplier iParty, as of October 1999, which attempts to ease the burden of party preparations. Along with the advertisements, the Web company debuts a redesigned site that aims to offer one-stop shopping for time-starved consumers. The $10 million integrated advertising campaign from Kirshenbaum Bond & Partners, a company based in New York, includes print, Internet, promotion and guerrilla marketing efforts. The tagline is "I want, I click iParty.com." IParty's soft launch utilitarian Web site went up in April. The revamp, by interactive shop Rare Medium of New York, goes live on October 1999 followed by a grand opening on October 6, 1999. The campaign continues through 2000 in magazines including Martha Stewart Living, Parenting and Redbook. The primary target are mothers who have several occasions during the year to throw parties. The first three Kirshenbaum print advertisements feature a child against a bright background and stream-of-consciousness copy.
ACCESSION #
2335739

 

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