WagEd works overtime during holiday to aid MSN's attempt to lureAOL customers

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.

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