Lavalife looks to heat up February

The dating site is offering its first-ever month-long free trial for hopeful February romantics. A Toronto media campaign supports the move.

Online dating site Lavalife is celebrating Valentine’s Day by tearing down its paywall for the entire month of February, and they’re promoting the unprecedented move with a radio-heavy, Toronto-centric ad campaign.

Ads for the ‘Free Love February’ campaign will appear in print throughout the month in T.O.night and the Toronto editions of Metro and 24 Hours. On radio, spots will be airing on CHUM FM, 102.1 The Edge, Z103.5 and 99.9 Virgin Radio. The last two are also involved in contests with Lavalife.

Online, ads will be running for the entire month on partner websites Yahoo! Canada, Kijiji and the Neverblue network of sites. The Lavalife Facebook and Twitter pages will also be spreading the word.

‘Radio is an amazing vehicle for big promotions like this, so the main component of our media mix is radio,’ Dennis Welsh, VP, online marketing,, tells MiC. ‘The print media helps expand our reach and increase frequency against our core target market. The online media buy and social media optimization help drive the online acquisition of new members into the 30-day free trial.’

First Media Group managed the media buy and the creative was handled in-house.

The media buy was focused in Toronto because that’s where the company’s largest membership base lives. Welsh says he thinks there are more singles in the city yet to become members, which is why the company is targeting Torontonians between 25 and 49 years old with this campaign.