BELLEVUE, WA: While many corporate and agency PR folks may have sat
by the pool with a cool drink Memorial Day weekend, staffers at Waggener
Edstrom were pounding away on their laptops to feed MSN to a hungry
Beginning work four days after AOL announced a price hike, WagEd
staffers put together a PR campaign for rival MSN in 48 hours which
reached the media A-list.
Promoting less than two dollars' worth of ISP price difference, and
supporting MSN's dollars 50 million ad campaign to lure customers from
AOL, WagEd won hits in Reuters, AP, Industry Standard.com, The New York
Times and The Washington Post.
Colleen Lacter, WagEd EVP, said timing was the key. "We knew the day
after a holiday would be a very slow news day so we really capitalized
on it," said Lacter. "We got the word out about a terrific consumer
offer the day before the MSN ads hit."
Lacter said she heard rumblings for months about a possible AOL price
hike and knew it could be a media boon for MSN.