MSN Messenger Launches Seven Figure Ad Campaign

MSN is launching a £1 million, cross-platform marketing campaign to promote its instant messaging service.

The integrated campaign, which covers press, radio, online and PR initiatives, will target 16-34 year-olds, in an attempt to consolidate MSN’s position in the rapidly growing instant messaging market.

The initial activity begins later this month and includes a series of week-long breakfast promotions on the Galaxy dance network and on other leading London radio stations. This will be followed in May by a radio ad campaign targeting London listeners and regional Galaxy audiences in the North West, North East and the Midlands.

MSN is placing significant emphasis on attracting existing heavy internet users to the www.msn.co.uk/messenger site and over a quarter of the campaign’s budget has been invested in online media, combining direct response banners and skyscrapers, alongside Eyeblaster rich-media formats.

The online activity will run from April to July across youth, entertainment and sports sites including Rivals.net, ITV Sport, Smash Hits and MTV.

Commenting on the campaign, Amanda Anthony, B2B trade marketing manager at MSN UK, said: “Interest in instant messaging has grown rapidly over the last year and we believe that it has the potential over the coming months to become a communications phenomenon on the scale of Hotmail and SMS.”

MSN and the IAB recently released research suggesting that three quarters of marketers will increase or maintain their online advertising budgets during the next six-months (see Research Reflects Strength Of Online Advertising).

MSN: 020 7465 7700 www.msn.co.uk

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