MARKETING WEEK - Jan 7 - Match is launching documentary-style series of advertisements to promote its MatchAffinity.com relationship service. The “Going the Distance” TV campaign launches 1 February and will combine non-scripted documentary footage filmed throughout the month of January. MatchAffinity.com suggests compatible relationship matches based on results of an in-depth affinity test and was added to the Match brand portfolio in 2005. It has ~10 M users. Match says it has 50-60% of the UK online dating market share across its brands which include Match.com and Dating Direct. FULL ARTICLE @ MARKETING WEEK
Mark Brooks: Match Affinity is Europe focused and was Meetic's effort at a personality profiling site. A la Chemistry.com, in the USA.