This is “Launch! msnbc.com’s First-Ever Branding Campaign”, chapter 13 from the book Advertising Campaigns: Start to Finish (v. 1.0). For details on it (including licensing), click here.
This book is licensed under a Creative Commons by-nc-sa 3.0 license. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms.
This content was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz in an effort to preserve the availability of this book.
Normally, the author and publisher would be credited here. However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed. Additionally, per the publisher's request, their name has been removed in some passages. More information is available on this project's attribution page.
For more information on the source of this book, or why it is available for free, please see the project's home page. You can browse or download additional books there. To download a .zip file containing this book to use offline, simply click here.
Has this book helped you? Consider passing it on:
Creative Commons supports free culture from music to education. Their licenses helped make this book available to you.
DonorsChoose.org helps people like you help teachers fund their classroom projects, from art supplies to books to calculators.
Chapter 13 Launch! msnbc.com’s First-Ever Branding Campaign
Once all the planning, preparation, and production was complete, it was time for the campaign to come to life. On April 2, 2007, the first-ever msnbc.com branding campaign launched to the public in TV, print, and online media. Think of this chapter as a campaign portfolio. It will show you the executions and take you through the exact sequence of events as SS+K introduced the “Fuller Spectrum of News” campaign.
