Northern Light Debuts Brand Awareness Campaign

Search engine company Northern Light Technology launched its first-ever broadcast and print advertising campaign.

The campaign, which was created by Mullen Advertising, will be a multimillion dollar effort consisting of national print, network television, national cable television and network radio executions. Spending specifics were not disclosed.

“Northern Light will no longer be the best kept secret on the Internet,” said David Seuss, Northern Light’s CEO. “Until now, we’ve been the biggest, the best, and the least well known search engine on the Web. With our new campaign we aim to define the Northern Light brand to consumers as the sophisticated search engine for serious searching.”

The campaign is targeted at wired decision makers who have deeply integrated online activities into their business, investing and personal lives. Northern Light indexes over 170 million Web pages.

“Despite the award-winning strengths of the Northern Light search engine they’ve had surprisingly low brand awareness among consumers,” said Bob Pagano, senior vice president, group account director at Mullen. “Our goal is to raise that dramatically over the course of the campaign. With this effort, Northern Light will rise above the Internet mob: no sophomoric humor, no gross images or associations, treating the user with respect for his or her skill and intelligence, and recognizing the enormous problem users face making the Web work for them.”