Intel is starting a business-to-business campaign Monday--with a budget estimated at $50 million--to become the problem-solver for the people who solve computer network problems for others. Dubbed
ITopia--the promised land for information technology professionals--the campaign is planned to appear in 10 major markets: Brazil, Britain, Canada, China, France, Germany, India, Japan, Russia and the
United States.
About 80% of the spending for the ITopia campaign will be for online advertising; the rest will go toward magazine ads. Intel is moving quickly to shift its media spending to
the Internet and other nontraditional media, from conventional media like television. The campaign is the brainchild of three agencies that are part of the McCann Worldgroup division of the
Interpublic Group of Companies.
Online elements will include a section of the Intel Web site (intel.com/itopia) and discussions on Open Port, a new community site for Intel
(communities.intel.com). The campaign will also feature banner ads and ads on blogs dedicated to technology.
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