TurboTax
Taking TurboTax Beyond Finance Pages
MS&L and Intuit's TurboTax have worked together on consumer technology campaigns for 10 years, taking media coverage for the company beyond traditional finance pages and into mainstream consumer media. In order to put the TurboTax brand in front of new key audiences, MS&L developed a campaign based on the growing trend that women ages 24-45 are taking control of their personal finances by turning to the Web. MS&L leveraged the trend by conducting an intensive consumer magazine media tour in New York with editors from publications including Parents, Ladies’ Home Journal, and Redbook. TurboTax for the Web product, TurboTax Online, was the primary focus of the tour, along with proprietary research about women's financial habits. MS&L's strong relationship with consumer media cemented the TurboTax presence in several key publications and national broadcast including Parade, Cargo, Working Mother, Money, Shape, Parenting, TIME, The Today Show, The Early Show, Essence and Out, generating more than three million media impressions in one year alone.