Intelligent Life Corp. Launches $20M Branding Campaign

Intelligent Life Corp. launched a $20 million integrated campaign to establish brand awareness and build site traffic.

Intelligent Life manages Web sites including bankrate.com, a site for personal financial data, theWhiz.com, a personal finance/lifestyle site and consejero.com, a Spanish language finance site.

Key elements of the integrated communications program include a $10 million online banner and sponsorship program lead by Left Field in San Francisco, and a comprehensive public relations program developed by Miller/Shandwick Technologies in Boston. In addition, Intelligent Life is developing concepts for other media, including television.

The program also includes a $2 million print advertising campaign for bankrate.com, with insertions in news, business, computer and personal finance publications beginning in August. The advertising campaign is being developed by Crispin Porter Bogusky in Miami.

“Our premier site, bankrate.com, is one of the most visited banking sites on the Web,” said G. Cotter Cunningham, senior vice president of marketing. “We are committing significant resources to this marketing effort to increase awareness of it and its sister sites.” bankrate.com has approximately one million unique visitors per month, according to Media Metrix.

Intelligent Life is an online financial publisher employing an editorial staff of more than 80 editors and researchers. bankrate.com provides consumers with independent, objective research on banking and credit products including mortgages, home equity loans and credit cards.