PC World to relaunch site via Web-only soap opera

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International Data Group's PC World on Jan. 22 breaks a new Web campaign aimed at marketers promoting the fall relaunch of pcworld.com It's based around the tagline, "The PC World is wide."

The campaign revolves around a Web-only soap opera-drama at thepcworldiswide.com, which is set in the fictional locale of Halcyon Hills and features six twenty- and thirty-something media and advertising professionals described as "sassy, sexy, and not to be trusted." Two additional episodes of the drama run Feb. 12 and March 5, and the online soap is supported by cover wraps of the February and March issues of the magazine sent to its VIP clients and advertisers and a series of five e-mails sent to agency contacts. The creative was handled by Palo Alto, Calif.-based Diamond, Morgan, Northend, Albers.

Copyright January 2001, Crain Communications Inc.

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