Web host recruits Shaq for $5 million campaign

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Digex, marketer of Web hosting services, tapped National Basketball Association Most Valuable Player Shaquille O'Neal for a print and and outdoor ad campaign breaking May 23 in The Wall Street Journal. The initial $5 million, six-month effort via the Benchmark Group, Cincinnati, draws a parallel between Shaq as dominant player in the NBA and portrays Digex as the leader in Web hosting.

"We needed a breakthrough campaign that makes us table talk," said Laura Heinrich, VP-marketing.

Copyright May 2000, Crain Communications Inc.

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