Where do you want to go today?

The "Where do you want to go today?" logo

“Where do you want to go today?” was the title of Microsoft’s second global image advertising campaign. The broadcast, print and outdoor advertising campaign was launched in November 1994 through the advertising agency Wieden+Kennedy. The campaign had Microsoft spending $100 million through July 1995, of which $25 million would be spent during the holiday shopping season ending in December 1994.^[1]

National Geographic, Newsweek, People, Rolling Stone and Sports Illustrated.^[1]

Advertising Age as stating that “Microsoft is on version 1.0 in advertising. Microsoft is not standing still. It will improve its advertising.” Microsoft’s Steve Ballmer, then the firm’s executive vice president, acknowledged that the response to the campaign had been “chilly”.^[2]

In June 1999, Microsoft announced that it would be ending its nearly five-year-long relationship with Wieden+Kennedy, shifting $100 million (~$172 million in 2023) in billings to

McCann Erickson Worldwide Advertising in a split that was described by The New York Times as mutual. Dan Wieden, president and chief creative officer of the advertising agency, characterized the relationship with Microsoft as “intense” and said that it had “run its course”.^[3]

External links

References

^ ^a ^b Eliott, Stuart. " THE MEDIA BUSINESS: Advertising; Microsoft takes a user-friendly approach to selling its image in a new global campaign", The New York Times, November 11, 1994. Retrieved September 23, 2008.
^ Staff. "THE MEDIA BUSINESS; Microsoft Throws Stones Into Its Windows 95 Ads", The New York Times, August 18, 1995. Retrieved September 23, 2008.
^ Elliott, Stuart. " THE MEDIA BUSINESS: ADVERTISING; After five years of high points and low, Microsoft drops Wieden & Kennedy for McCann-Erickson.", The New York Times, June 18, 1999. Retrieved September 23, 2008.

[NYT19941111-1] Eliott, Stuart. " THE MEDIA BUSINESS: Advertising; Microsoft takes a user-friendly approach to selling its image in a new global campaign", The New York Times, November 11, 1994. Retrieved September 23, 2008.

[2] Staff. "THE MEDIA BUSINESS; Microsoft Throws Stones Into Its Windows 95 Ads", The New York Times, August 18, 1995. Retrieved September 23, 2008.

[3] Elliott, Stuart. " THE MEDIA BUSINESS: ADVERTISING; After five years of high points and low, Microsoft drops Wieden & Kennedy for McCann-Erickson.", The New York Times, June 18, 1999. Retrieved September 23, 2008.

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