MSN Signs One-Day Take-Over Deal With EasyJet
MSN UK has announced a one-off promotional partnership with EasyJet that will see the budget airline take over the internet portal’s homepage with a new advertising format.
Brokered by OMD Digital, the deal will enable EasyJet to reach MSN’s massive online audience and extend the reach of it’s ‘Come On, Let’s Fly’ campaign. The promotion takes the form of a one-day homepage take-over by EasyJet, running for today only as a 300×250 expanding banner, a new solution offered by MSN.
Commenting on the deal, Amanda Anthony, digital marketing manager for MSN, said: “EasyJet is a great online brand and we’re happy to be working with them on the Come on, Let’s Fly campaign. This campaign highlights the range of solutions offered by MSN, which allow brands to reach a wide audience in a compelling way.
Shan Henderson, associate director at OMD UK added: “The partnership with MSN is a key part of our online marketing strategy for this campaign. We’re excited to be the first company using this particular solution and we hope to extend our relationship with them in the future.”
The advertising deal marks a new direction for MSN, which has had to seek alternatives to traditional pop-up advertising since it ditched the format earlier this year. The company’s decision to ban pop-up ads was taken to avoid annoying its audience after customer research discovered they are a cause of major irritation to the majority of internet users (see MSN Bans Pop-Up Advertising Across Entire Network).
Homepage take-overs are fast becoming a dominant force in internet advertising, with the opportunity to integrate brands with popular internet sites proving irresistible to advertisers. Earlier this month digital and direct marketing agency Zed Media secured a deal to promote United International Pictures’ Bridget Jones 2: The Edge of Reason through a take-over on internet service provider Wanadoo’s homepage (see Bridget Jones To Take Over Wanadoo Homepage).
MSN: 020 7465 7700 www.msn.co.uk
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