International Online Dating
Anastasia Date
“When Mint PR rang us up and offered us a seat on the judging panel for a Miss Bikini Contest
in Ukraine – we just knew it had to be done!” Sam Rowe – Loaded Magazine
Anastasia Date – A spicy assignment
The challenge:
To position international online dating site, Anastasia Date, as the go-to site for finding that girl you’ll never find on your home turf.
Our approach:
This challenge required delicate handling. International online dating is the final frontier of internet dating – the last dating taboo. Our mission was to introduce the concept of packing a passport to find love as a natural progression from existing modes of home-grown online dating.
We were initially met with a healthy dollop of scepticism by the UK media. However, through some frank discussions, the use of British case studies, a journalist to fly out to Ukraine for a “Romance Tour” we managed to suspend the stigma and segue the notion into the national consciousness via some balanced mainstream print and broadcast coverage, including: double page spreads in the Sunday Times Style section, The Daily Mirror, ITV’s This Morning, a couple of four-page special reports in the Lads magazines and BBC Radio broadcasts.
Outcome:
The UK was hooked! Membership rocketed by 350%. The process of de-stigmatising international on-line dating has begun.
Sample coverage:
THE SUNDAY TIMES Published in print and online FROM UKRAINE WITH LOVE – What is it about these women that a bunch of middle-aged western men have paid £2,800 each to meet them? Style joins a ‘romance tour’ to find out.
Double page spread in the UK’s biggest selling broadsheet – international online dating came of age in the UK following this piece.
THE DAILY MIRROR Published in print and online 10th September 2012 THE BEST 12K I EVER SPENT’: HOW CRUISE SHIP SINGER FOUND LASTING LOVE AFTER PATIENTLY WOOING HIS INTERNET.
Double page spread served to blow the misconception that international online dating is doomed. As a result of this piece we set up a series of broadcast interviews for Wayne Denton including the eight minute ITV This Morning one below – his candid third party endorsement of how he found love through the client’s services is PR gold.
ITV This Morning – Wayne Denton talks about International Dating 28th August 2012