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It looks like Match.com UK mascots Cupid and Fate will be around for another year. Starting December 26, 2008 Match.com will begin its new multi million pound marketing campaign in the United Kingdom. This campaign will dedicate 50 percent of the available air time to creative's for the new matchmaking personality test (see Story). The new ads will use humour and are targeted primary at women between the ages of 25 to 34.

Read our UK Match.com review for more details on this dating service.

Just a small news tidbit,

JLM Pacific Epoch is reporting that Match.com China (cn.Match.com) has been online since 2006 and has now more than 8 million registered members.

Instead of launching Chemistry in the United Kingdom (which is available only in the US and Canada) Match.com has decided to include a personality test called Match Insights as part of the UK Match.com dating site. After reviewing the 2 tests I found them almost exactly the same (at least with the way I answered the questions). For existing Match.com members you can find the personality test in the My Profile section. According to the press release about this news:

... the self analysis is available free to all match.com online dating members in the UK. This will be followed by a premium service available early next year which will deliver every ’match insights’ user their best matches each day based on their personality type.

It looks like this will become an additional paid service that will most likely continue to be a part of Match.com instead of becoming a whole new dating site.

Match.com UK celebrated 2 milestones in London yesterday. Since 2001 more than 1 Billion emails and 1 Billion winks have been sent through the Match.com dating site. During this celebration Match.com launched match100, a new consumer panel.

The responsibility of this group is to consult on new services and provide a valuable on-the-ground view of the search for love in 21st century Britain.

The match100 is made up of a diverse group of old and current Match.com members from all over Britain. The groups first job will be to create an Insiders Guide to Online Dating based on their own experiences. Find the new match100 media center here.

Related Story: eHarmony has Issued more than 1 Billion Matches

For the full story visit Marketing Week and for further information on Match.com UK dating site read our detailed review.

The UK's Times Online posted an article today about online dating in the United Kingdom. While it talks about a few of the popular sites briefly, the main topic of the story is eHarmony's new website with a matching system designed just for the United Kingdom. Launched in July of this year (see story), eHarmony jumped started their membership base by offering 90 day memberships for free. This offer is now over but anyone curious in eHarmony UK can still signup for a 7 day free membership. eHarmony UK does standout from other US dating sites that have moved into the European market. The reason for this is, they have worked with local established research institutes (in this case, Oxford University) to modify their dating site and matching algorithm to make it apply more specifically to relationships in the United Kingdom.

The article also has some price comparisons for one month memberships:

• Dating Direct charges £25 for a single month. Read our Dating Direct Review for more information.
• eHarmony costs £33.95 for one month. We currently do not have a review that has looked at eHarmony's UK site but you could try our eHarmony Review that is for the US.
• Match.com charges £22 for a month. Read our Match.com UK Review for further details.

For the full story visit the Times Online UK and to find out more about this matchmaking service read some eHarmony Reviews.

In the 90's Match.com at one point found that 70% of their members were men. Since then, more and more woman have found online dating and the scales have tipped . Some dating services still have a greater percentage of men to women but they mainly are more "Adult" in nature. But, services like Match.com usually have more woman, though this usually is less than a 10% difference. To start off the second half of the year Match UK plans a marketing campaign aimed at single men that is titled Too Many Woman. To start off this campaign Men who sign up before September 14 will get one week free. Starting tomorrow new TV commercials will begin to air for 4 weeks on mostly men TV channels.

Find out more at UTalk Marketing and for further details about the UK dating site, Match.com, read our review.