Microsoft is offering AOL subscribers free use of a suite of tools from TrueSwitch, which allows users to move data from their AOL address books and calendar features into their new MSN account. Users making the switch can also have e-mail forwarded from their old AOL address for 30 days.
$10 million campaign
Microsoft will bolster the tools' availability with a new print, Internet and direct mail campaign valued at $10 million.
The print component, which goes up this week, will
MSN has been running "switch"-themed ads for nearly a year. The creative for the ads come courtesy of Interpublic Group of Cos.' McCann-Erickson Worldwide, San Francisco, which is the lead agency for the account.
America Online is the online division of AOL Time Warner.