H&R Block, the income tax preparation and financial planning service based in Kansas City, has kicked off a $100 million ad campaign to support the expansion of its newly redesigned Web site.
Plans call for major portal alliances with Yahoo and MSN and alliances with Sears, General Motors, US Airways, Northwest Airlines and other national retailers to offer clients “Refund Rewards” to promote loyalty.
In addition, the firm will be running national direct mail, television, radio, outdoor and print campaigns for the site, http://www.hrblock.com, and to recapture lapsed customers.
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