More than 40 different creative executions will appear in more than 600 regional newspapers, as the company aims to reach more than 38m local newspaper readers across the UK throughout July and August.
The campaign will include 130 different URLs driving readers to Fish4's 148 local website partners through which users will be able to search jobs, cars and homes sections.
Fish4's four shareholders -- Newsquest, Northcliffe, Trinity Mirror and the Guardian Media Group -- are backing the campaign, which aims to reposition the brand as a more "serious" proposition, moving it away from its well-recognised "men-in-fish-suits" campaign.
It follows recent online initiatives such as a 12-month deal to provide exclusive content on Yahoo! UK & Ireland's careers channel this summer and a six-figure deal earlier this year with MSN to provide content on the MSN Property Channel.
Marketing director Jonathan Lines says: "The campaign shows how Fish4 can help people through key life changes, whether its empty nesters looking to downsize their home, a shift worker wanting to find a nine-to-five job or a family searching for a car with more room for the kids."
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