Microsoft Positions Itself to Further Target 'Brand Britain'

In order to mark its sponsorship of the British & Irish Lions rugby squad and also to better engage UK consumers, Microsoft is gearing to boost its targeted marketing activity around 'brand Britain' this year.

This strategy of positioning itself to suit typically British institutions continues from last year, when key events such as the Royal Jubilee and London hosting the 2012 Olympics strengthened Britain as a powerful brand.

Now, the US technology giant is planning promotional activity to raise UK awareness of its flagship Windows 8 and Windows Phone 8 services to complement the announcement of the Lions squad (scheduled for the end of April). As part of the sponsorship deal, the British & Irish Lions squad will use Microsoft hardware and software devices during the tour of Australia, which takes place during June and early July.

Microsoft CMO in the UK, Philippa Snare, explained that their aim is to demonstrate how Microsoft's products and services are helping the British economy and are essential to people conducting their daily activities. She added that Microsoft's IT tie-up with the UK public sector is a further part of their strategy.

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