MSN.CA ROLLS OUT GLOBAL CAMPAIGN AT HOME
By Adnews Staff
A US$150 million global brand campaign for Microsoft's MSN network of Internet services will roll out in Canada beginning early November. Toronto-based MSN.ca will break television advertising November 6, cinema advertising November 17 and print ads in urban weeklies and magazines in December. An eight-week consumer promotion in Famous Players theatres is intended to support advertising activities. The campaign features the tagline "MSN.ca Make it Your Home." Advertising was created by McCann Erickson of San Francisco and adapted for the Canadian market by MacLaren McCann of Toronto. The global effort is targeting consumers who feel they haven't realized the full potential of the Internet, MSN.ca general manager, Judy Elder said. The objective is to make the MSN network the number one global Internet brand. The campaign is being launched in 12 markets including Canada, the U.S., Japan, Spain, Korea and the UK. Public relations for MSN.ca are handled by Hill & Knowlton Canada Ltd. of Toronto.