11th January 2008
Ancestry.co.uk builds on growth
Domain name news brought to you by DescriptiveDomainNames.com
Many genealogical search websites have seen increasing interest following the success of the BBC's Who Do You Think You Are? series.
However, the generically named website Ancestry.co.uk is building on its growth in popularity by launching a direct response recruitment campaign, reports Brand Republic.
Direct mail activities as well as press and digital advertisements will attract users to visit the website as part of a well-crafted campaign.
Entitled Industrialist, Drunkard and Bigamist, the campaign is using the three themes to highlight that people's ancestors can stretch from being pioneering industrialists to troubled drunkards.
Press ads will run in a number of popular newspaper magazines as well as in more specialist publications including Computer Archive and BBC Homes & Antiques.
Time Team star Tony Robinson continues to be the face of the website, a position he took up in 2006.
Central to the campaign will be the offer of a 14-day online trial that consumers can sign up for.
Another generically titled genealogy website Ancestry.com has recently confirmed that it is using its domain name to its advantage, reporting more traffic than any other genealogy site on the web.
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