Hyperlink in GridView

Hi all:
 
Can't get this to work...Any assistance appreciated.
 
<asp:HyperLink ID="PromoterWebsite" text='Website' NavigateUrl='<%# Eval("PromoterWebsite","'" mce_href="http://{0}")%>'">http://{0}")%>' runat="server" target="_blank" /> 
 
Thanks...
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