Carat Interactive Launches New Campaign for PerfectMatch.com

Carat Interactive Launches New Campaign for PerfectMatch.com

Creative Focuses on Genuine People, Real Love

SAN FRANCISCO, April 4 /PRNewswire/ -- Carat Interactive announced today the launch of a new interactive online ad campaign for PerfectMatch.com titled "Genuine People, Real Love." Building upon the existing member base of over 1.5 million users and the tremendous momentum created through the Dr. Phil show which showcased PerfectMatch.com on February 11, the campaign aims to drive new relationship-oriented members to the site and further build the PerfectMatch.com brand as the leader in the online relationship space.

"With over 10,000 different sites, the casual online dating space may be the Web's most crowded category," said Duane Dahl, CEO of PerfectMatch.com. "For this reason, as a relationship site, we knew it was critical to truly tell our story in a way that shows people how we are different than casual dating sites, using the voice of our member base. What makes this voice unique is that while some users seek the 'marriage in a box' approach offer by our competitor eHarmony, the PerfectMatch.com member is looking for a genuine relationship with a genuine person, who can respect them for who they are, what they are about, before getting married."

The campaign copy leverages the idea that "Love is in the Letters," which refers to the Myers Briggs-like "DUET Total Compatibility System" developed by PerfectMatch.com and renowned relationship authority Dr. Pepper Schwartz to help perfectly match people. The system is based on over 30 years of research into the nature of successful, healthy relationships.

"Beyond making strategic sense, we found that using the 'love letters' in the ads gave us a strong visual device, which further distinguishes the brand," said Tamara Birdsall, VP, Creative Director of Carat Interactive. "We'd love to see the letters take on a life of their own, because they say so much about the importance that PerfectMatch.com places on the individual."

Incorporating the voice of the member community was a key component to the overall creative strategy. "The new theme speaks to both the sincerity and motivations of PerfectMatch.com members and the idea that PerfectMatch.com holds the promise of the sort of relationship people dream about -- one with permanence, reliability, romance, and mutual acceptance," added Birdsall.

The online advertising campaign began on April 1st and will run on sites including MSN, LifetimeTV.com, MSNBC, Netzero, eDiets and EarthLink.

To view the campaign creative, please visit: http://confidential.caratinteractive.com/ Username: genuine, password: real.

About Carat Interactive

Carat Interactive is one of the world's largest interactive agencies with more than twenty offices around the globe. With North American headquarters based in San Francisco, CA, Carat Interactive has six additional offices in New York, Los Angeles, Boston, Chicago, Atlanta and Dallas. Carat Interactive is owned by Carat, the world's largest independent media agency with more than $15 billion in worldwide billings. Carat Interactive clients include Pfizer, Hyundai, RadioShack, Kodak, Western Union, and Gateway, among others. For more information on Carat Interactive's services, go to www.caratinteractive.com. Carat Interactive is part of the Isobar global network.

About PerfectMatch.com

PerfectMatch.com is the fastest-growing online relationship destination, dedicated to building relationships and providing members with best-in-class proprietary technology and unrivalled professional expertise to meet their "perfect match." Leveraging Duet, PerfectMatch.com's Total Compatibility System, members are provided with a unique matching method that utilizes a Myers Briggs-type indicator which enables people to search and find compatible mates based on personality types. Duet was co-created and is fully endorsed by the nation's foremost relationship expert Dr. Pepper Schwartz, Ph.D. Schwartz is the only relationship expert in the online relationship arena who is a tenured professor at a major U.S. university and author of 14 books on relationships and sexuality. She is the 2005 recipient of the American Sociology Association's (ASA) Award for Public Understanding of Sociology, and will be honored next Summer. PerfectMatch.com is a subsidiary of MarketRange, Inc(TM) (www.MarketRange.com) which creates and manages subscription based online lifestyle and entertainment communities including PerfectMatch.com(TM), lab621.com(TM) and TalentMatch.com(TM).

CONTACT: Bronwyn Wormell, Carat Interactive, +1-415-385-8859, bronwyn.wormell@carat.com.

Source: Carat Interactive

CONTACT: Bronwyn Wormell of Carat Interactive, +1-415-385-8859,
bronwyn.wormell@carat.com

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

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