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Applebelly Gets To The Core Of The Youth MarketApplebelly Gets To The Core Of The Youth Market

Added: (Thu Feb 15 2001)

Pressbox (Press Release) - FOR IMMEDIATE RELEASE
February 15th, 2001

APPLEBELLY GETS TO CORE OF THE YOUTH MARKET
Listings and lifestyle portal will reach elusive 18-25 year old market with interactive community-focused clubbing site

Applebelly today unveils an independent, web-based business venture focused on the mass-market clubbing scene. The online and in-club initiative, which goes live in March, offers major brands a means to reach the heart of the elusive 18-25 year old market and will enable UK clubs to communicate more effectively with their audiences.

Applebelly offers consumers a community-orientated, locally focused view of the mass-market UK club scene. It is initially targeting 750 clubs for its listings service including 150 geographically non-competitive venues will form its core offering. These venues will benefit from a raised profile, added clubber credibility and increased earnings through a range of promotional activity.

The site’s main elements comprise a comprehensive club listing service; an online photo gallery with digital images taken at each of the core 150 clubs and available online by 2:30am the same evening; Applebelly disposable cameras from branded dispensing machines for clubbers’ personal use; a fun online dating service; a music shop and 24 hour web radio including news, reviews and a community chat area.

These features, together with local promotional activity in the clubs, will drive traffic onto the site and into clubs.

Applebelly’s proposition has already attracted a range of e-commerce partners. Music retailer HMV is providing merchandise for Applebelly’s online music shop and Internet radio service company Radio Revolution is working on the Applebelly web radio station on air 24 hours a day. Digital photographic specialist Fotango will work with Applebelly on its online gallery.

Channel 5 Interactive has also been appointed for Applebelly’s advertising and sponsorship sales, while wireless experts Aerodeon and Quios will provide a free SMS service for clubbers along with ring tones, icons and games.

John Hazell, Applebelly’s managing director, and former head of HMV in Australia, said: “Other Dotcoms claim to offer a definitive listings service for clubs, but Applebelly offers much more than this. We offer bespoke communication and sampling channels for businesses wishing to target the 18-25 year old market both online and face-to-face in clubs. It’s unique because it is a ‘non-dot com dot com’ and a multi-functional business in its own right.

“Applebelly gives clubs the opportunity to promote their venues on a national level, at low cost, and offers them a powerful marketing tool with immense promotional opportunities. It also benefits from First Leisure’s database of over one million members. In addition the core 150 clubs featured on the site have a total monthly attendance of up to three million and the site provides advertisers and brand owners with the perfect method to target them - as well as reaching the clubbing community in general.”

Applebelly has been set up as an independent subsidiary of First Leisure Holdings, and has secured financial backing from venture capitalists 3i, Candover and PPM Ventures limited.
- Ends -

NOTES TO EDITORS

Applebelly (www.applebelly.com )
Applebelly Limited is an entertainment and lifestyle business with a range of interactive services devised to grab the attention of the lucrative 18-25 year old market. A ‘club of clubs’, Applebelly offers a blend of interactive entertainment, online and in-club, in addition to targeted information for clubbers and music enthusiasts. Applebelly provides an audience to sponsors and advertisers of an estimated six million 18-25 year olds in the UK; four million of whom are regularly online. Applebelly also gives access to the core 150 clubs which have a capacity of three million attendees every month. Applebelly is a totally independent subsidiary of First leisure Holdings with financial backing from Candover, 3i and PPM Ventures Ltd.

Media and entertainment specialist , which launched e4.com has developed the infrastructure and design of the site. Applebelly has partnered with HMV, RadioRevolution, C5i (Channel 5 Interactive), Aerodeon, Fotango and Channelfly.


FOR FURTHER INFORMATION CONTACT

Caroline Watt / Fred Slezak / James Fentiman
Tel: +44 (0) 208 541 4082
Email: carolinew@fodorwyllie.com
freds@fodorwyllie.com
jamesf@fodorwyllie.com


FOR IMMEDIATE RELEASE
February 15th, 2001

APPLEBELLY GETS TO CORE OF THE YOUTH MARKET
Listings and lifestyle portal will reach elusive 18-25 year old market with interactive community-focused clubbing site

Applebelly today unveils an independent, web-based business venture focused on the mass-market clubbing scene. The online and in-club initiative, which goes live in March, offers major brands a means to reach the heart of the elusive 18-25 year old market and will enable UK clubs to communicate more effectively with their audiences.

Applebelly offers consumers a community-orientated, locally focused view of the mass-market UK club scene. It is initially targeting 750 clubs for its listings service including 150 geographically non-competitive venues will form its core offering. These venues will benefit from a raised profile, added clubber credibility and increased earnings through a range of promotional activity.

The site’s main elements comprise a comprehensive club listing service; an online photo gallery with digital images taken at each of the core 150 clubs and available online by 2:30am the same evening; Applebelly disposable cameras from branded dispensing machines for clubbers’ personal use; a fun online dating service; a music shop and 24 hour web radio including news, reviews and a community chat area.

These features, together with local promotional activity in the clubs, will drive traffic onto the site and into clubs.

Applebelly’s proposition has already attracted a range of e-commerce partners. Music retailer HMV is providing merchandise for Applebelly’s online music shop and Internet radio service company Radio Revolution is working on the Applebelly web radio station on air 24 hours a day. Digital photographic specialist Fotango will work with Applebelly on its online gallery.

Channel 5 Interactive has also been appointed for Applebelly’s advertising and sponsorship sales, while wireless experts Aerodeon and Quios will provide a free SMS service for clubbers along with ring tones, icons and games.

John Hazell, Applebelly’s managing director, and former head of HMV in Australia, said: “Other Dotcoms claim to offer a definitive listings service for clubs, but Applebelly offers much more than this. We offer bespoke communication and sampling channels for businesses wishing to target the 18-25 year old market both online and face-to-face in clubs. It’s unique because it is a ‘non-dot com dot com’ and a multi-functional business in its own right.

“Applebelly gives clubs the opportunity to promote their venues on a national level, at low cost, and offers them a powerful marketing tool with immense promotional opportunities. It also benefits from First Leisure’s database of over one million members. In addition the core 150 clubs featured on the site have a total monthly attendance of up to three million and the site provides advertisers and brand owners with the perfect method to target them - as well as reaching the clubbing community in general.”

Applebelly has been set up as an independent subsidiary of First Leisure Holdings, and has secured financial backing from venture capitalists 3i, Candover and PPM Ventures limited.
- Ends -

NOTES TO EDITORS

Applebelly (www.applebelly.com )
Applebelly Limited is an entertainment and lifestyle business with a range of interactive services devised to grab the attention of the lucrative 18-25 year old market. A ‘club of clubs’, Applebelly offers a blend of interactive entertainment, online and in-club, in addition to targeted information for clubbers and music enthusiasts. Applebelly provides an audience to sponsors and advertisers of an estimated six million 18-25 year olds in the UK; four million of whom are regularly online. Applebelly also gives access to the core 150 clubs which have a capacity of three million attendees every month. Applebelly is a totally independent subsidiary of First leisure Holdings with financial backing from Candover, 3i and PPM Ventures Ltd.

Media and entertainment specialist , which launched e4.com has developed the infrastructure and design of the site. Applebelly has partnered with HMV, RadioRevolution, C5i (Channel 5 Interactive), Aerodeon, Fotango and Channelfly.


FOR FURTHER INFORMATION CONTACT

Caroline Watt / Fred Slezak / James Fentiman
Tel: +44 (0) 208 541 4082
Email: carolinew@fodorwyllie.com
freds@fodorwyllie.com
jamesf@fodorwyllie.com

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