Out to Launch!

Out To Launch is back again for your weekly dose of the website and ad campaign launches you've come to expect. This week we travel to Puerto Rico, drink a little whiskey, and... try on some panty hose? It's all here, in Out To Launch.

The Puerto Rico Tourism Company launched "You're Not Dreaming, You're in Puerto Rico," the first new image and advertising campaign for Puerto Rico in more than three years. Unveiled during an event at the Cuartel de Ballaja in Old San Juan, the $15 million campaign highlights the qualities of the Island through print and broadcast placements. The campaign consists of different print executions that will run in consumer and trade magazines, general newspapers and other periodicals. The TV spots include four 30-second ads that will run on national and cable TV, with additional TV market support in the US Northeast markets. The campaign also includes the launching of The Tourism Company's newly designed website and a new treatment for the words Puerto Rico. That's great, but where's Ricky Martin?

While relaxing in Puerto Rico, maybe you'll want to have a nice drink. If that's the case, you'll be happy to know Crown Royal, one of the 10 largest distilled spirits in America, is announcing the release of its Year 2001 Holiday advertising campaign. The ads were produced by Grey Worldwide, New York, and are identified as "Tis the Season for Giving", "Bring the Holidays to Life" and "Show Your Tongue Some Mercy." They will begin appearing in national publications and on billboards in November.

Sounds tempting, but how will you afford this vacation? Maybe investing would be a good idea, as The Japan External Trade Organization (JETRO) has created a new "one-stop-shopping" website called "INVEST JAPAN!" for foreign companies interested in learning more about direct investment opportunities in the world's second largest economy. This site provides a wide range of essential information, including up-to-date data on regulatory reform, market statistics and Japan's various regions. In addition to reflecting JETRO's knowledge regarding investment in Japan, INVEST JAPAN! outlines and provides access to the wide range of free services that JETRO offers to overseas investors.

If going to Puerto Rico is not an option right now, how about an active vacation? Maybe Primedia's Action Sports Group, publishers of Surfer, Snowboarder, Skateboarder, Powder and Bike magazines, announced the launch of an online photo agency, through a licensing arrangement with oi2. Known for its photography, the ASG will now make available select images online for sale to ad agencies, design groups and non-competing media. oi2 represents the Outside Images collection which has been serving the outdoor sports image business for more than eight years.

Moving on, launched a technologically progressive online advertising campaign to promote the new Microsoft Windows XP operating system. was one of four websites, including, and, selected to promote this new product. This creative online initiative ties into a major advertising program supporting the launch of Windows XP, and can be seen through November 16. It follows the May 2001 advertising launch of Microsoft Office XP on Three different Beyond the Banner and poster ads, running in five different locations, encourage readers to open window shades, play music and make a man soar into the air, thereby capturing readers' attention and establishing brand awareness for Windows XP. The ad locations also give Microsoft maximum exposure in the most heavily trafficked areas of Two of the ads are located on the front page of, and the third ad is a roadblock on the Tech, Money and Sports sections. This interactive campaign is complemented by color ads in the News and Money sections of Thursday's editions of USA TODAY.

Staying with Gates, Microsoft's UltimateTV is launching an eight-week, multi-tiered advertising campaign that will be supplemented with a national $100 mail-in rebate at Best Buy, Radio Shack, Circuit City, Good Guys, Ultimate, Tweeter and The campaign, the first created for UltimateTV by Venables/Bell & Partners, will receive national exposure on DirecTV as well as spot buys in six markets. The creative features spots entitled "PEVR," "Ad Guy," "Bridge Show" and "Metamorphosis." The series is designed to highlight how UltimateTV significantly enhances the overall television experience.

Just My Size Hosiery, the plus size hosiery brand, has launched its latest campaign, which is an evolution of the two-year long running "I AM" campaign. Including a full range of consumer print and television media placements, this evolution gives the target customer a bolder, more energetic voice. The new Just My Size Hosiery print ads are currently appearing in "Mode," "Ebony," "Essence," "Family Digest," "Family Circle," "First for Women" and "People," targeting women ages 25-54.

Devon Direct Euro RSCG, a member of the Euro RSCG Worldwide network of agencies, is developing and sponsoring an industry-wide website which enables recipients of direct mail to validate that the mailed item has been sent to them by a verified advertising campaign. The "What's Mailing" website, which will be launched by the end of the week, will enable mail recipients or their mail rooms to search by advertiser brand name to verify that the recipient is within the distribution parameters. It will be open to receive listings from qualified members of the Direct Marketing Association (DMA) and the American Association of Advertising Agencies (AAAA). The site is currently accepting email addresses from anyone who would like to be notified when the site goes live.

This newsletter is complied weekly by MediaPost staff writer Adam Bernard. Your comments, questions and submissions are always welcome and appreciated.

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