Microsoft to launch MSN marketing blitz

Microsoft will spend $300 million (192 million pounds) to promote the launch of the latest version of its MSN Internet browser and services later this month. The print, radio and broadcast advertising campaign is aimed at convincing consumers that MSN 8's

by exchange4media Staff
Published: Oct 15, 2002 8:54 AM | 1 min read

Microsoft hopes MSN 8, which is actually a set of services that includes Internet access and a Web portal in addition to a specialized Web browser, will grab market share at a time when most Internet service providers are seeing a slowdown in their dial-up subscriber bases. Market leader America Online, a unit of AOL Time Warner Inc., is suffering from a sharp decline in advertising spending, slower-than-expected migration of its members to high-speed services and slower subscriber growth.

Microsoft will spend $300 million (192 million pounds) to promote the launch of the latest version of its MSN Internet browser and services later this month. The print, radio and broadcast advertising campaign is aimed at convincing consumers that MSN 8's newest features will make it easier for users to manage e-mail, protect their PCs from viruses, handle digital photos and browse the Web.

Microsoft said that following a launch event in New York's Times Square on October 24 featuring Microsoft Chairman Bill Gates and rocker Lenny Kravitz, it will also run a five-day online advertising blitz that will blanket 90 percent of online users. "We really want to grab the attention of the Internet consumer," said Bob Visse, Director of MSN Marketing.