Orange to take over MSN's UK services for a day

Emma Rigby,, Revolution UK 14-Dec-04, 07:00

LONDON - Orange will run the biggest one-day advertising take-over deal across MSN's UK services in a pre-Christmas push.

For one day only, on Thursday December 16, Orange will own all advertising space across MSN UK communication services, MSN Hotmail and MSN Messenger. The deal is designed to be high impact to fight off competition from other operators. Advertising focuses on the Orange pay-as-you-go service and is expected to achieve 100m impressions across all placements according to MSN.

Amanda Anthony, digital marketing manager at MSN.co.uk, said: "This campaign is important as it highlights the creative use of MSN communications services. Premium brands such as Orange are fully embracing online and understand its power -- it simultaneously builds brands while driving response and delivering sales."

Alison Palmer, senior direct marketing manager of Orange UK, said: "It gives us a unique opportunity to talk to prospective customers in an innovative way."

The deal was planned and bought by Initiative, with creative by direct marketing agency Craik Jones Watson Mitchell Voelkel.

Orange has formed strong relationship with MSN this year, following previous activity across MSN Messenger, MSN Hotmail and the portal.

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