TORONTO – Lavalife.com, Canada’s longest standing online dating site, will enter the beta-testing stages of an enhanced digital platform on November 21, 2014. Since announcing their relaunch in September through their interactive digital series ‘A Date in the Life’, Lavalife has been eagerly awaiting the unveiling of the new website. In addition to providing a cleaner, more engaging, socialized experience for members, Lavalife is taking a firm stance to drastically move away from the high-pressure tactics of competitors that promise more marriages than any other site.

With a simple mission “To Make Dating Fun Again” Lavalife will be offering its members, new and existing, simplified methods of pinpointing other users with similar interests. By eliminating complicated algorithms and high-pressure messaging of marriage and love, Lavalife is excited to once again pioneer a new kind of online dating experience and offer a fun, safe and stress-free place “Where Singles Click”.

“We’re eliminating the pressure to find “the one” right off the bat. Without that pressure, people can relax , be themselves and enjoy the experience of meeting new people. That’s when the fun starts. Sure, not every date will end in a relationship – but you’ll have a great time expanding your social circle, doing something different and making new memories. We want our members to focus on each moment of the journey, build stories together and enjoy their time on our site. It’s not a race. It’s your life” says Alisa Civiero, Lead of the Lavalife Relaunch Project.

Lavalife offered the world a preview of this new direction in the form of an interactive microsite back in September of this year. Lavalife’s new campaign ads will start to populate in January 2015. The focus of the creative will be around the “fun and exciting moments” of dating rather than the end result of the process, with two people sharing experiences and interests rather than highly romantic and intimate moments.

“We’re extremely confident that this is the direction online dating needed to go. We’ve seen competitors try to adapt this type of pressure-free model but it’s fallen a little flat. Awkward scenarios between two people meeting for the first time or people getting married aren’t what people on dating sites want to see. It’s time to put the fun back into the process and that’s exactly what Lavalife members can expect from our new site” Civiero says.

Lavalife members can expect to see the new changes in the beta stages starting this Thursday, November 20th at www.lavalife.com.

For more information or media requests, please contact:
Valerie Stachurski, Charming Media, 416-520-9504 Valerie@charmingmedia.ahdigitalagency.com