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Drive sets a blistering pace online and with TV

  • 08 December, 2005 13:37

<p>drive.com.au records a personal best with over 90,000 more visitors in November</p>
<p>Sydney, 7 December 2005 – drive.com.au, the motoring website of Fairfax Digital, The Age and The Sydney Morning Herald, recorded its best ever result in November, overtaking its nearest rival and becoming the fastest growing classified automotive website according to Nielsen//NetRatings rankings*.</p>
<p>drive.com.au experienced a huge increase of 16 per cent in the number of unique browsers to the site in November, which equals an additional 91,575 visitors. This performance also bucks the trend of slight decline which the automotive category experienced in November**.</p>
<p>This builds on drive.com.au’s 9.96 per cent growth in October, nearly triple that of the category, which grew by 3.75 per cent in unique browsers***.</p>
<p>drive.com.au’s strong performance comes as its new television show, Drive, settles into its run on Network Ten along with drive.com.au’s ‘Win a Renault’ marketing campaign.</p>
<p>“Being the fastest growing classified website in the category shows that our quality editorial combined with effective national promotion across several forms of media resonates well with Australians,” commented Ms. Julie Coffey, General Manager of drive.com.au.</p>
<p>“It also reinforces drive.com.au’s position as Australia’s most authoritative motoring website for people who want to buy, sell or simply know more about cars. We will continue to demonstrate our unique positioning by offering consumers thousands of cars to choose from and useful interactive tools as well as the most valuable motoring news and independent car reviews across print, online and television in Australia.</p>
<p>“Our new television show, Drive, attracted almost 600,000**** metropolitan viewers for its premiere episode and is directing even more visitors to the website.”</p>
<p>drive.com.au expects growth to continue in the new year as its million dollar ‘Win a Renault’ promotional marketing campaign gains momentum.</p>
<p>Launched in November and running until 18 December 2005, the campaign will use print, online, radio advertising, direct mail and public relations to cross-promote the website and the new television show. For example, each week videos of Drive feature stories will appear on the website so visitors can see the cars and read reviews written by Fairfax journalists.</p>
<p>The winner of the ‘Win a Renault’ competition will receive a Renault Sport Megane Cup with Bridgestone Potenza tyres and a $2,000 Shell Optimax petrol card (total prize value of $49,947). To enter the competition, participants have to guess the lap time of the car featured in the ‘Hot Lap’ segment of the upcoming episode and send their entry via www.drive.com.au or SMS their answer to 199 37483 (199 DRIVE).</p>
<p>*Source: Nielsen//NetRatings, Market Intelligence, Top Sites: Domestic: November 2005
**Source: Nielsen//NetRatings, Market Intelligence, Top Sites: Domestic: November 2005 Market Aggregate: – 0.27 per cent
***Source: Nielsen//NetRatings, Market Intelligence, Top Sites: Domestic: October 2005
**** 578,516 - Source: OzTam Total People Reach 5 Cap City 4-4.30pm Network Ten 29/10/05 [episode 1]</p>
<p>-ends-</p>
<p>About drive.com.au
Established in 1999, drive.com.au is a leading Australian automotive website. It offers comprehensive information an all aspects of buying, selling and researching cars. drive.com.au is part of Fairfax Digital. drive.com.au provides content to Yahoo! Australia &amp; NZ Cars and Web Publications Pty Ltd, publishers of the autoweb.com.au and autospeed.com automotive websites. drive.com.au also boasts strategic partnerships with industry leaders such as Search on Google, Overture, and Sensis. For more information visit www.drive.com.au.</p>
<p>For more information or to speak with Julie Coffey, General Manager of drive.com.au please contact:</p>
<p>Michelle Tong, Red Agency, 02 9955 7877/0411 015 456, michelle.tong@redagency.com.au</p>

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