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| YAHOO! UNVEILS THE TRUE FACES OF ONLINE DATING |
5/20/2004 YAHOO! UNVEILS THE TRUE FACES OF ONLINE DATING WITH 'REAL PEOPLE,' AN ONLINE AD CAMPAIGN AT YAHOO! PERSONALS, FEATURING 50 SINGLES FROM ACROSS THE NATION Yahoo! Personals Takes Online Dating to New Heights as a Los Angeles Single Dates Atop a Wired Billboard on the Sunset Strip Yahoo! Inc. (Nasdaq:YHOO - News) today announced that Yahoo!® Personals, (http://personals.yahoo.com), a leader in the online dating market, unveils a new approach to its dating community as it launches a new online advertising campaign featuring singles who are currently using the service to connect and communicate with prospective dates. The new online campaign, called 'Project: Real People,' represents Yahoo! Personals' new focus on using only singles from its site in online advertisements and highlights the service's most valuable assets: a diverse community of singles looking to make a connection. 'Project: Real People' is the result of market research Yahoo! Personals conducted through focus groups and customer interactions and is a response to feedback singles had about wanting a comfortable, welcoming environment for their online dating experience. The Appeal of Being Real Yahoo! Personals' recent 'Virtues of Being Real Surveya' found nearly 70 percent of singles felt most advertisement models were unreal, impersonal and unattainable further validating the importance for the service to move toward highlighting real-life, everyday singles in its online advertisements. "Building loyalty through being responsive to customer needs and helping singles feel comfortable within a dating community are key elements to success in the online dating industry," said Katie Mitic, vice president and general manager for Yahoo! Personals. "'Project: Real People' illustrates Yahoo! Personals' commitment to creating a high-quality environment for singles to meet and interact -- the campaign also brings online dating to life in a way that has never been done before." The real-life everyday singles featured in the new online campaign are from professions and lifestyles as varied as Marines, fire fighters, artists, actors, photographers, students, single parents, business managers, engineers, musicians and more. They range in age from 24 to 54 -- representing the broad spectrum of singles that are using the Internet to make a romantic connection. The 'Real People' creative content was designed and created internally at Yahoo! and will appear throughout 2004 in Yahoo! Personals site photography, as well as in online advertising on Yahoo! and at other key online venues. Going To New Heights to Find Love Julie Koehnen, a Los Angeles resident and Yahoo! Personals single that is featured in the online 'Real People' campaign, is in search of love and romance, or at least a few great dates. Julie will be living -- and dating on Yahoo! Personals -- atop a billboard along Sunset Strip in Los Angeles for three days beginning on January 7th. With her larger-than-life photo, Julie will spend her days on the billboard and search online at Yahoo! Personals for dates via a wireless connection to the Internet. Each day, Julie will select a few lucky men from Yahoo! Personals to meet face-to-face at the billboard and have a date above the Sunset Strip. Eligible bachelors interested in taking love to new heights can contact her online at http://personals.yahoo.com/julie. A live webcast of Julie living on the billboard can also be viewed on Yahoo! Personals January 7th through 9th from 8 a.m. to 6 p.m. For more information on the Yahoo! Personals' 'Project: Real People' singles, visit http://personals.yahoo.com/realpeople. |
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