Apple launches largest campaign ever for the iMac

- Apple Computer has announced it is launching a £61 million ($100 million) marketing campaign for its new Internet ready iMac computer, making it the largest ever campaign in the company's history.

- Apple Computer has announced it is launching a £61 million ($100 million) marketing campaign for its new Internet ready iMac computer, making it the largest ever campaign in the company's history.

iMac goes on sale nation-wide in the US this weekend with commercials premiering on Sunday, August 16. The campaign has been created by Apple's agency TBWA/Chiat Day.

The campaign focuses on iMac's key features – which are billed as easy Internet access, simplicity and speed -- versus the complexities of PCs. The campaign will break in Europe and Japan beginning in September.

The TV ads, debuting on ABC's Wonderful World of Disney will run on national network programmes including Seinfeld, News Radio and Drew Carey, as well as on cable shows such as South Park and Larry King.

A 12-page iMac insert will be distributed in leading consumer magazines, including Time, Newsweek, BusinessWeek, People, Sports Illustrated and Rolling Stone with over 15 million copies of the insert due to be distributed this quarter, more than double the amount of inserts Apple has distributed in the past.

iMac outdoor billboards will go up in major US cities carrying the headlines: "I think, therefore iMac."; "Chic. Not geek."; "Sorry, no beige. "; or "Mental floss."



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