The Salvation Army launches first online marketing campaign
• Harvest Digital wins online media and creative
• The Salvation Army Christmas Appeal gifts available on eBay

LONDON 21 December, 2006… The Salvation Army has appointed Harvest Digital to manage the charity’s first digital campaign. Online marketing agency Harvest Digital is producing banner advertising and planning media which combines search advertising, display placements and affiliate marketing to drive Christmas appeal donations. Consumers can click through to The Salvation Army Christmas Appeal landing page where they can choose to donate towards a range of gifts such as a family Christmas box for £19 or Christmas dinner for five elderly people for £28.

Harvest Digital has also built an eBay shop for The Salvation Army with the gifts available for auction or immediate purchase. eBay visitors can bid to provide for 24 hours of care for a homeless person, a safe refuge for a vulnerable family, a box of Christmas toys and gifts and other presents from the appeal. Other media includes advertising on the major portals including MSN, run of network affiliate marketing on buy.at, and search engine marketing on Google, MSN, Yahoo! and charity search engine everyclick.com.

The agency has developed creative which reflects The Salvation Army’s values with neutral colour and photographic imagery to increase the impact of the words and red logo. A Christmas theme is provided by subtle use of a star and the adverts appear to glow. The wording is direct with copy such as ‘Silent night, lonely night. £28 pays for Christmas Dinner and company for 5 elderly people like Elsie’.

Julius Wolff-Ingham, Head of Marketing and Fundraising at The Salvation Army explains, ‘We wanted to raise awareness of groups of marginalised people, especially at Christmas, such as older people and disadvantaged families. We selected Harvest Digital because they offer full-service online marketing and their creative approach to media planning and buying including the shop on eBay which enables us to have a virtual charity shop that is open 24/7 but doesn't need round-the-clock staffing, has millions of customers but no high-street overheads.’

Mike Teasdale, Director at Harvest Digital adds, ‘This is an extremely innovative campaign for The Salvation Army, which has previously focused on direct mail, inserts and print advertising. We have worked closely with them to produce targeted banner and text creative that is closely aligned with The Salvation Army’s values and will drive online responses for their Christmas campaign. The creative uses larger formats and MPUS because learnings from our other clients in the third sector illustrate that larger formats work well with a mix of placements to optimize the media spend.’

The display, affiliate marketing and search engine advertising click through to a landing page with the headline ‘The best Christmas presents you could give this year won't come in wrapping paper’ with five gift suggestions listed. These range from a family Christmas box of food and toys for £19 to a night in a hostel for a homeless person for £63 to a refuge for women and children who have suffered domestic abuse for £95. The charity promises to ‘deliver it, with love, on your behalf. Someone, somewhere, urgently needs it.’ The campaign commences immediately and will run until 24th December.

The Salvation Army Christmas Appeal landing page can be viewed at http://www1.salvationarmy.org.uk/christmas

The Salvation Army eBay shop is available at http://stores.ebay.co.uk/salvationarmy24120697

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The Salvation Army is an international Christian church working in 111 countries worldwide. As a registered charity, The Salvation Army demonstrates its Christian principles through social welfare provision and is one of the largest, most diverse providers of social welfare in the world.

About Harvest Digital
Harvest Digital is a full-service online marketing agency specialising in media planning and buying, search marketing, and online marketing creative.

Formed in 2001, the company is privately owned by staff. Based in Soho in London, clients include Tesco Personal Finance, Norwich Union, Auto Trader, Thomas Cook, 3M, Tiscali, Shelter, uSwitch.com and CMC Markets.

www.harvestdigital.com


For further information please contact:

The Salvation Army Press Office
Cathy Le Feuvre – 0207 367 4516 cathy.lefeuvre@salvationarmy.org.uk

Joanna Burton
Head of PR
Harvest Digital
e: joanna@harvestdigital.com
t: 020 7479 7500

Mike Teasdale
Director
Harvest Digital
e:Mike@harvestdigital.com
t: 020 7479 7502

Published on: 12:00AM on 21st December 2006