On June 1, 2015, Microsoft announced that Windows 10 would be released on July 29, 2015. Microsoft began an advertising campaign centering on Windows 10, "Upgrade Your World", on July 20, 2015 with the premiere of television commercials in Australia, Canada, France, Germany, Japan, the United Kingdom, and the United States. The commercials focused on the tagline "A more human way to do", emphasizing new features and technologies supported by Windows 10 that sought to provide a more "personal" experience to users. The campaign culminated with launch events in thirteen cities on July 29, which celebrated "the unprecedented role our biggest fans played in the development of Windows 10"