Encyclopaedia Britannica rolls $37 mil campaign

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Britannica.com breaks a $37 million campaign this week as parent Encyclopaedia Britannica puts a massive amount of content online for free at its new ad-supported site. The branding campaign, themed "What's on your mind?," features TV, print and online ads. A separate promotion will give $10 million to charity. Print ads, which feature actor Peter Fonda, writer Norman Mailer and singer Seal, were shot by Veronique Vial; TV spots directed by Mark Pellington feature Mr. Mailer, Seal and actress Lili Taylor. The campaign via Deutsch, New York, asks celebrities to reveal what's on their minds and look up the answers on Britannica.com.

Copyright October 1999, Crain Communications Inc.

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