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UK shares out £25m XP ad bonanza

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Microsoft will spend £10 million marketing XP in the UK.

Add in the marketing spend from Intel and the major PC manufacturers and the figure is expected to hit £25 million. Microsoft group marketing manager Nick McGrath likens the spend to the amount used in launching a new car.

The OS comes out on 25 October but gets its big consumer launch at the Live consumer electronics exhibition which runs from 21-23 September at Birmingham's NEC.

At the Personal Computer Association annual conference last week McGrath told attendees that advertising will be based around the green hillock, blue sky, fluffy white cloud image that comes up as the default XP desktop backdrop.

The PCA's system builder, retailer, and dealer members were advised to incorporate the TellyTubbieland image in their own adverts.

The Microsoft marketing money is to be spent in the usual places - TV and print adverts, promotions, co-op marketing, and a party for journos who get a free copy of XP (which they won't sell into the grey market). ®

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