Yahoo announces $100 million campaign, "It's You"

Yahoo Inc, the number two search engine has announced to kickstart a $100 million branding campaign called "It's You." The new campaign revolves around the current position of Yahoo in Internet landscape and will also strengthen the message of how Yahoo wants to be the center of online life of users.

The marketing message centers around the word "you," making a play on Yahoo's iconic "Y" in phrases like "It starts with You" and "It's You." Various analysts said that the web site has been attracting lot of visitors already but the campaign is necessary to provide information to people about recent enhancements to its key products, like home page, search engine and Webmail service.

Yahoo has also announced that the new campaign will highlight its strength in blending Internet technology and communications services with a vast selection of news and entertainment content. 

The campaign will be launched in the United States by next week, in the United Kingdom and India in October and other countries by next year. The campaign will encompass all media types including television, radio, print and the Internet.