Microsoft worked together with partners to ensure that Windows XP becomes a successful product. The company invested millions of dollars in the Windows XP launch, and estimates pointed to a $150 million budget for a global marketing blitz, with popstar Madonna singing Ray of Light as the theme of the promotional campaign.
Company founder Bill Gates himself discussed with New York’s city mayor the possibility of scrapping the launch party, but eventually decided to hold it anyway. Microsoft, however, handled the Windows XP launch with maximum caution, and even considered canceling the New York launch. But while the slogan was changed, Microsoft didn’t give up on the rest of the marketing blitz, despite fears that it could somehow generate a wave of criticism due to the 9/11 tragedy. The software giant’s marketing team decided in early October, only a few days ahead of the debut of Microsoft’s new operating system, to replace “Prepare to fly” with “Yes, you can” in order to get rid of the inappropriate reference to airplanes following the terrorist attacks. “Prepare to fly” was the theme which Microsoft thought was the right choice for Windows XP, alongside a series of ads showing people soaring over fields, a reference to the Bliss wallpaper.Īnd while at some level the “Prepare to fly” slogan made sense, everything changed after the US terrorist attacks that took place on September 11, 2001, only a couple of months before the planned launch of Windows XP.
Part of this marketing push was a special slogan supposed to emphasize the performance of the new operating system coupled with the advanced capabilities it powered. Windows XP was launched on Octoto become one of the most successful Windows versions in history, and believe it or not, it’s still being used today nearly 17 years after its debut.Īnd since it represented not only a major overhaul of Microsoft’s Windows operating system but also a critical product for the future of the company, the Redmond-based software giant invested millions of dollars in marketing, just to make sure everyone was aware of the features it included.
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