PARSHIP.co.uk, Europe’s largest and most successful compatibility-based service for online dating, is to launch its first TV advertising campaign in mid-July, just as the majority of advertisers pull back their ad spends in preparation for the annual mass exodus to sunnier climes. 

Creative communications agency Tomorrow London were commissioned by PARSHIP.co.uk’s manager Tony Blin-Stoyle and worked with PARSHIP’s Marketing Consultant Yehuda Shapiro to create the PARSHIP TV campaign for the U.K, PARSHIP’s brief required the ad to convey the sophistication, professionalism and ease of their online dating service, designed for people seeking a serious relationship. Already successful in Europe, PARSHIP’s unique psychometric profiling system matches individuals according to their compatibility.

“Everyone is different, everyone has the desire to find their ideal partner and this was our starting point for the creative. We quickly realised that a figurative approach, with a stereotypical everyman or everywoman, would fail to reflect PARSHIP.co.uk’s contemporary marketplace and a more subtly emotional approach was required.” Said Alec East, Media Director of Tomorrow London.

The resulting campaign consists of free-flowing forms, meeting and parting to evoke abstract visual representations of emotions. The use of abstract imagery combined with the clean typography and subdued soundtrack creates a sophisticated but approachable identity, complementing the brand's focus on individuals who are serious about relationships.

The PARSHIP TV campaign, the first to be aired in more than two years by an online dating service, will run across ITV digital channels, including ITV3 and will form a cornerstone of PARSHIP’s media strategy, which has a seven-figure budget. Phillip Hayes of BBVS (Bygraves Bushell Valladares & Sheldon) planned the campaign.

PARSHIP first launched in Germany in 2001, the first online relationship service in Europe to employ a proprietary psychometric test to determine matches between compatible people. The company, which has tripled its membership over the past year, now has 1.2 million members in Europe and is growing faster than any other online dating service. PARSHIP is aimed at affluent, educated, ABC1 singles and its unique matching methodology is based on the interplay of characteristics (personality type, values, interests) that determines a successful and lasting relationship.

Tony Blin-Stoyle, PARSHIP.co.uk country manager and former managing director of UpMyStreet.com and FT.com commented:

“PARSHIP is for affluent singles who want to develop a serious relationship, and this is reflected in the style and placement of our broadcast campaign. Tomorrow London and Yehuda Shapiro have successfully encapsulated our approach in their work for us. July is the perfect month for us to launch our broadcast phase. It is highly cost-effective: airtime is reasonably priced and we can target our audience, because affluent singles are less likely to be forced to take their holidays while the schools are off. We are also running a special subscription offer to tie in with the campaign, encouraging people who take the free psychometric test to move on to full membership.”

Recent research, undertaken by YouGov on behalf of PARSHIP.co.uk, reveals that 43% of the UK’s estimated 15 million singles haven’t been on a date in the last year. Perhaps unsurprisingly more than one-third (34%) said that they were disillusioned with today’s traditional dating scene, preferring to stay home and watch TV than go on a date.

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For further press information, images or interviews with Tomorrow London please contact:
Karen Durham-Diggins
kddPR
t: +44 (0) 20 8989 2541
e: kdd@easynet.co.uk
m: +44 (0) 7808 584 624

About Tomorrow London: http://www.tomorrowlondon.com
Tomorrow London (http://www.tomorrowlondon.com) specialises in the concept, creation and delivery of communications projects that have a poignant voice and cultural impact. This evolves from a collaborative relationship with an international mix of clients that includes; AMO/OMA - Rem Koolhaas (web consultancy), AOL- Reading festival ( VIP live sessions recording), BBC (Glastonbury Festival webcast), British Council (Print and 3D design), BT (Motion Graphics), Caravan Films - (interactive design), Carlton TV (Animation), Cisco (CDROM), CyberSonica (branding, Interactive Design), Eon Productions - 007 James Bond (Motion graphics), Fernando Meirelles - Constant Gardener (motion graphics), Motorola ( print, animation ) Oliver Playle Racing (branding, interactive and video production), Oskar Mobile- "cilichili" (print design), Reebok (animation), Selfridges- (web design), Somerfield (video production), Sony Radio Academy Awards (webcast) and Sunseeker Sales UK- (print design).

About PARSHIP
PARSHIP.co.uk is the British subsidiary of Europe’s largest and most successful serious online dating service, now with over one million members, predominantly affluent, educated men and women between 28 and 55 years old. Since its launch in Germany in 2001, PARSHIP has matched thousands of single people who are serious about forming a long-lasting relationship.

PARSHIP is the first online relationship service in Europe to employ a unique patented psychometric compatibility test and methodology for matching couples. The 80-question test was created by German psychologist Prof. Hugo Schmale and a team of scientists and psychologists from Hamburg University. Based on 40 years of empirical data and clinical research, the PARSHIP Test evaluates the characteristics, values and interests, which determine the dynamics of a relationship. It is the results of an individual’s test that allow him or her to be matched with someone whose personality has the right balance of similar and complementary characteristics – in other words, a potential partner. Research suggests that PARSHIP members are twice as likely to form a serious relationship than people who use more traditional methods to meet potential partners.

PARSHIP.co.uk costs just under £25 a month for a standard subscription. 75% of people who visit the PARSHIP site go on to take the psychometric compatibility test. In fact, 2,500 people across Europe complete the test every day.

Headquartered in Germany, PARSHIP is majority-owned by Holtzbrinck networXs AG, part of the Georg von Holtzbrinck publishing group, one of Germany’s largest publishing companies with financial interests in more than 80 companies, including the Macmillan Group. Driven primarily by revenue-share partnerships with leading names in the print and online media, including FAZ, Die Zeit and Der Spiegel, as well as Tiscali and T-online, membership of PARSHIP has grown to 1,000,000 in the last year. Since its launch in 2001, PARSHIP GmbH has expanded to cover UK, Austria, Switzerland, the Netherlands, Italy, Spain and France.

For further information, photography or an interview, please contact:

Penny Lukats
InterView PR
Tel +44 (0)20 8740 9751
Fax + 44 (0)20 8740 9857
Mob + 44 (0)7775 992350
Email: penny@interviewpr.com

Published on: 12:00AM on 19th July 2005