Microsoft Using Radio To Reposition 'Hotmail'
June 9, 2010 at 8:32 AM (PT)
THE WALL STREET JOURNAL reports MICROSOFT will use radio, among other media, to reposition is's HOTMAIL email service. HOTMAIL has 400 million users world-wide, but is perceived as not as modern as other email services.
"Starting this week," writes THE JOURNAL, "MICROSOFT CORP. will try to change the way HOTMAIL is perceived by rolling out a revamped version. To spread the word, MICROSOFT recently launched a massive marketing campaign, involving online, radio and outdoor ads running through the end of the year, that will cost the company tens of millions of dollars, according to MICROSOFT GM BRIAN HALL."
HALL said "The New Busy campaign is intended to demonstrate how HOTMAIL's organizational features help busy people with full lives. Part of the campaign will focus on reintroducing current HOTMAIL users to new features."