MSNBC and MSNBC Cable on
Monday will launch a joint, integrated, six-week $5 million “Leader in Cable
and Internet News” branding campaign.
The companies said the cross-medium, cross-platform promotion is designed to
bring cohesion to the MSNBC brand through Internet, radio, print, outdoor,
and television media.
The campaign launches concurrently with the release of MSNBC on the
Internet’s “Breaking News Banners,” a custom, Java-based news delivery system.
The creative for the campaign was done in-house. Seven different
thirty-second spots will be shown on MSNBC Cable and NBC affiliate stations
and 10-second spots will be shown on NBC’s Today show and Nightly News. The
spots were produced by Lee Hunt and Associates, New York
Also being purchased are 200 million impressions on leading search engines,
chat sites, and other news Web sites with banners produced by Quantum Leap in
Chicago.
Other components include Sunday newspaper supplements, magazine buys, outdoor
advertising (bus stop shelters and bus sides), and radio.