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CAMPAIGN NEWS: Chinese B2B marketplace Alibaba.com launches in UK

China's largest business-to-business company has launched in the UK with a media campaign encompassing TV, outdoor and online.

Alibaba.com provides a platform for buyers and suppliers around the world to do business online. It has more than 42 million members registered across 240 countries.

The campaign has been created by truly London following its appointment to the business in June. The media activity has been planned and bought by truly London and Kinetic.

Alibaba.com is a global site which includes an English language marketplace for importers and exporters, on which buyers and suppliers can contact and trade with each other.

The media campaign is focused on small and medium businesses and is based around the proposition 'working for you.'

Ads will run on TV, reinforced by outdoor and online. Ads feature potential entrepreneurs, with the strapline, 'Whatever your business, get Alibaba.com working for you.' London taxis will be liveried in the company's corporate orange and will carry the strapline, 'Let Alibaba.com drive your business.' The campaign will run for four weeks.