Curtains, a large blue pair to be exact, are the images being used in an estimated $50 million campaign to promote AOL.com as a free Web portal. The campaign, in online and offline versions, depicts computer users parting the curtains to reveal a bright white light on the other side.
"The new AOL.com," the ads proclaim. "Now open to everyone." Several agencies are producing the various aspects of the campaign, from the traditional, like television commercials, to the unconventional, like text ads on Web search pages.
The campaign has been in development for months, ever since AOL’s parent, Time Warner, decided to shift strategies again and offer at no cost much of the content and features that had been available only to subscribers of America Online. The reason is that despite all the elaborate previous changes to the subscription service, paying users continue to flee.
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