MICROSOFT TO PROMOTE ON-LINE SERVICE
By Adnews Staff
Microsoft Corp. of Redmond, Washington will launch a worldwide campaign next month to support its revamped on-line service. In Canada the campaign will use direct mail, TV, outdoor and print created by Weiden & Kennedy of Portland, Oregon. Media Buying Services of Toronto will do the media buy. A promotional component will be done in-house by Microsoft Canada. The company's redesigned on-line service, called Microsoft Network, will offer six TV-style channels aimed at specific audiences. Channel 1 will be the news and information channel. Channel 2 will feature show business and game show programming, as well as episodic drama. Channel 3 will offer arts, nature and history programming. Channel 4 will be a lifestyle station. Channel 5 will be aimed at young adults aged 18 to 24, looking at art, music, film, TV, fashion and social trends. Channel 6 will be aimed at teens. Other services include Microsoft Investor, free travel service Expedia and a series of local on-line guides to activities in various cities.