To drive traffic to the site we developed an infomercial offering free online tanning sessions at computertan.com. This was sent out as an email to over 10,000 address. This was seeded across the web as well as key bloggers, together with an extensive national PR campaign. 25,000 flyers offering free tanning sessions were distributed and the film was displayed on 50 digital cross track panels in 10 London Underground stations and on 1000 London black taxi screens. Online banners were positioned on 250 key websites receiving over 17million page impressions. In a second wave of activity, an iPhone application was launched and sent out to our email database with further supporting online advertising.

The site attracted over 402,000 visitors from 190 countries, registering over 1.5 million page views, with an average dwell time of 2 minutes 15 seconds. Since its launch, 262 blog posts have been logged. 7million people were exposed to CBS digital cross tracks, 700,000 more through London Cab vision and we achieved over 17million page impressions from online banners. Our PR campaign delivered national coverage in The Sun, The Independent, The Daily Express, The Guardian, on BBC News and on BBC Radio One. International coverage included 66 specialist stories varying from The New Zealand Herald, Fox US and Yahoo News.