December 30, 2003
By Rebecca Flass

LOS ANGELES Microsoft's MSN network of Internet services today said it is launching a new version of MSN via a multimedia campaign that has its Butterfly character speaking for the first time.

The effort includes TV, print and outdoor ads from Interpublic Group's McCann-Erickson in San Francisco, which created the Butterfly theme for last year's launch of MSN 8, as well as online advertising via Avenue A in Seattle. "It's better with the Butterfly" remains as the tagline.

Spending for the campaign was undisclosed. MSN spent nearly $105 million on ads in 2002 and more than $75 million through October 2003, according to Nielsen Monitor-Plus.

The campaign is meant to inform consumers, especially those with high-speed broadband connections, about the benefits of the new MSN, which is slated for release on Jan. 8. It also encourages them to experience those services.

Continued @ AdWeek