Earlier this year the website meetmyfriend.com.au launched an internet dating site with a twist. Meet my friend enlisted the services of Launch Group to secure an unprecedented volume of mainstream press in the two months leading up to the site launch. Launch Group formulated a strategic communications plan employing above the line (mainstream press), below the line (online and guerrilla activities) and experiential marketing (launch event). Within the week surrounding the launch event, Launch Group had secured $85,000 worth of free editorial within a number of main stream newspapers and free ticket give-aways via Nova’s radio broadcasts. Over the next month Launch Group secured editorial on news web sites as well as in the glossy mags taking the editorial value to approx $150,000. Happy client! See their newsletter here for more details.