(The Hosting News) – September sees the launch of a substantial new advertising campaign by 1&1 Internet, Inc., a global leader amongst Web hosting providers. Aimed at small business owners, craftsmen, the self- employed, professionals and entrepreneurs who require a website on the Internet, the company offers 1&1 MyWebsite – an easy online application that creates an attractive and highly-tailored business website in minutes.
In its first US TV spot, 1&1 explores how many types of busy US businesses (from lawyers to photographers to beauticians) today need a website of which they can be proud. The ad shows the 1&1 MyWebsite in action – creating a professional-quality, feature packed website specially tailored to businesses from the 200 industry sectors which it includes. Many different types of hands are used to show just how easy it is to create a website – in minutes.
1&1 is taking the bold and innovative step of utilizing premium television slots to explore an important small business-specific issue. The provider aims to reach out to the hundreds of thousands of US business owners that nowadays could benefit from a website. While it is rare for business products and services to be advertised on primetime TV, the vast number of enterprises seeking to leverage the Internet means that television is now a promising medium through which to access them. 1&1 believes the ads will be an ideal way to inspire business owners at a convenient time when they are able to think creatively about their business development.
Oliver Mauss, CEO 1&1 Internet, Inc., said “We appreciate that Americans running their own business, whatever size or type, have to work incredibly hard and are never really ‘off-duty’ – they are always considering how to improve things. Our new TV campaign is designed to inspire them by showing just how quickly and easily MyWebsite can deliver a great looking, effective website.”
By the end of 2011, 1&1’s MyWebsite campaign will involve TV ads in USA, UK, Spain Germany, Austria and Poland and comprise a $50 million investment. The US ads were created by the advertising agency Jung von Matt/Elbe GmbH, www.jvm.com, Hamburg, Germany. Media buying for the US has been provided by Mindshare, London, www.mindshare.co.uk.
Mauss added, “Our TV ad will raise awareness of the 1&1 brand and help to clearly position it as a solution-provider for small companies. Business owners are not often presented with inspirational and tailored business products and services through mainstream TV. We feel that now is the right time for TV to fulfill this function. Importantly, we recognize the need to appeal directly to the many different industries – no matter what their business may be, we have a website for them. 1&1 MyWebsite is a very visual application and the ad certainly captures how a professional, custom-made website is a valuable asset well within reach.”
1&1 MyWebsite first airs in the US on Tuesday, September 6, during prime-time ad breaks on channels including NBC, FOX, and CBS.
Since 2003, 1&1 has been at the forefront of promoting and driving the use of the Web by US small businesses. As a global leader among Web hosts, 1&1 is well placed to deliver a high quality service to its customers. The company currently holds around 10 million customer contracts worldwide and manages over 11 million domain names.
Websites, Web hosting, and Web marketing. Easy as 1&1. Find more information at www.1and1.com.