The internet giant, AOL, has unveiled a multi-million-pound
advertising campaign to back the launch of Netscape Online, the free
internet service designed to challenge Freeserve.
AOL Europe is launching Netscape Online partly to protect the market
share of its main subscription-based AOL UK brand, which was the largest
internet service in the UK before Dixons launched Freeserve last year.
The initiative is an attempt by AOL Europe to grab some of the
fast-growing free internet access market.
The national press campaign, created by Mortimer Whittaker O’Sullivan,
broke on Tuesday and will be followed by a radio and television campaign
It emphasises Netscape’s pioneering internet heritage and the idea that
Netscape Online is the only free internet service run by a company that
specialises in the web.
This theme is driven home with the message: ’Beware part-time internet
providers. The N is nigh.’
Karen Thomson, managing director of AOL UK, said: ’The purpose of the
campaign is to quickly set Netscape Online apart from other
subscription-free services in communicating the service’s features and
the value associated with the Netscape brand.’
AOL has secured a key distribution deal with Woolworths, under which
Netscape Online CD-Roms will be made available in 800 stores across the