Passionato looks to capitalise on its valuable (predominantly affluent, over 40 and male) audience by appointing the UK’s largest exclusive independent ad network

London – 13 November, 2008 – Newly launched online classical music site Passionato (www.passionato.com) establishes itself as a premier online advertising destination with the assistance of Unanimis (www.unanimis.co.uk).

Passionato, which launched on September 11 in the UK (with the US and mainland Europe and Asia to follow) and has been billed as ‘iTunes for classical music lovers’, already has a valuable database of over 10,000 registered users and has had over 100,000 unique visits since launch. Passionato has identified its registered user base as 84% male, with 50% aged 40+ (35% aged 55+).
The appointment of Unanimis will help Passionato capitalise on this affluent and hard to reach online audience.

Rob Gotlieb, Director of Marketing & Business Development at Passionato, says: “The 3 Unanimis channels that Passionato will be included in (affluent, e-commerce and 50+) are an excellent match with the premium audience served by Passionato.com and the kinds of brands that will really appeal to them, as well as being a perfect fit with the positioning of the Passionato brand.”

He adds: “Passionato is continuing to develop from a site that offers high quality (320kbps and lossless FLAC) classical music downloads, into a broader platform that promotes exclusive classical music content from orchestras and artists. Unanimis is perfectly placed to provide access to a huge network of brands that want to be associated with our highly valuable audience."

Regan Murray, Head of Commercial Development at Unanimis, says: “Passionato is a very interesting client for us. Not many web-based companies have as their majority demographic the elusive male over 40s market. With our sector experience working with clients such as Ticketmaster, We7, LOVEFiLM and SAGA, Passionato will be an exciting addition to our premium brand portfolio.”