MICROSOFT READIES PUSH FOR OFFICE XP
By Adnews Staff
Microsoft Canada, based in Mississauga, will support the launch this week of its latest Office software suite, called Office XP, with a marketing campaign from Toronto-based Publicis Canada. The Canadian marketing effort targets what Microsoft Canada describes as knowledge workers, who are office workers who use Office applications in 75% of their work. Elements of the campaign include 30- and 15-second television spots, print ads in regional dailies, a direct mail campaign and an email component, all of which bear the tagline "Experience It." Additional elements include launch events in ten Canadian cities on May 31, an online contest sponsored by Alitalia and retail demonstrations of the software throughout June. Public relations for Microsoft Canada are handled by Hill & Knowlton Canada.