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BtoB

Microsoft launches $300 million marketing blitz for MSN 8

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Superior, Wis.--Microsoft Corp. kicked off a $300 million integrated campaign for its MSN 8 software, which will be available Oct. 24.

The campaign, with a tagline of "It's better with the butterfly," is built around the MSN butterfly logo and includes broadcast, print, radio, online and outdoor ads. McCann-Erickson/San Francisco created the offline ads, and Avenue A Inc., Seattle, developed the online ads.

Microsoft chose Superior, Wis., as the kickoff city to underscore the superior position of MSN 8 software in addressing customer needs, the company said.

Features of the new MSN Internet service software include instant messaging, rich e-mail and online safety controls.

The campaign includes a massive billboard in Times Square, New York, counting down to the software launch.

Microsoft also announced that its total monthly subscriptions to MSN reached 9 million in September.

--Kate Maddox

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