DatingDirect unveils National Dating Day promotion

by Nikki Sandison, Brand Republic 24-Sep-07, 12:45

LONDON - Online dating service DatingDirect.com has set up a transparent cube installation under the clock at Waterloo station, filled with single people including celebrities Bianca Gascoigne and Jeff Brazier, to promote its National Dating Day.

Passers-by are being encouraged to enter a competition to win a date with anyone from inside the installation by visiting a microsite, www.nationaldatingday.org.uk, created by TBG.

Winners will take their dates to DatingDirect's party at Amika in Kensington.

In addition to the cube installation, the campaign includes PR, online advertising and radio promotions.

People who missed the installation can visit the microsite to view photos of each of the cube's singles and click on the person they would like to date for a chance of winning.

DatingDirect created National Dating Day five years ago, purposefully positioned at the opposite time of year to Valentine's Day, as a day to embrace being single and enjoy the dating scene.

Katie Mowe, PR and brand manager for DatingDirect, said: "The spot under the clock at Waterloo station is always considered to be a traditional daters' meeting point, so we are thrilled to be able to celebrate National Dating Day with an installation of eligible singletons in that very place."