Yahoo! Personals UK pinpoints 'National Break-up Day'

PR WEEK UK -- June 29 -- With approximately 1,000 online dating agencies in the UK, many of which boast sponsorship deals and hefty advertising budgets, Yahoo! Personals was struggling to get noticed. Yahoo! appointed Cohn & Wolfe to build brand awareness and attract a bigger share of the six million Britons who use online dating services. The agency worked with research company Skopos to identify attitudes to relationships and 'the day they are most likely to end'. It discovered that 12 January was the most likely day for couples to split, and named it National Break-up Day. Hazel Thompson, head of UK PR at Yahoo! UK and Ireland, says the campaign was 'a huge success for us'. FULL ARTICLE @ BRAND REPUBLIC

Mark Brooks: Match now powers Yahoo Personals UK.