Lycos to launch first TV advertising

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Internet search engine Lycos breaks its first-ever TV advertising during Monday's NCAA men's basketball tournament championship on CBS.

Airing initially in New York, San Francisco, Seattle and Boston, the $6 million campaign from Bozell Worldwide, New York, features a Himalayan Sherpa who guides climbers through one of the world's most daunting mountain ranges.

Carrying the tagline "Get Lycos or get lost," the ad compares the mountains to the World Wide Web and the guide to Lycos. The campaign marks a shift in direction for Lycos Corp., which until now hasn't executed a branding effort for its search engine.

For more on this story see the full article in Interactive.

Copyright March 1997, Crain Communications Inc.

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