The "Gone Google" campaign is aimed at IT and business executives who influence IT purchasing decisions, and is designed to sell them on the benefits of using products like Google Apps and the Search Appliance enterprise search device.

The campaign, which is also being extended in the U.S., will involve billboards and signs in airports and train stations, as well as ads in major online and print publications in the U.K., France, Canada, Japan, Australia and Singapore.

The focuses mainly on Google Apps, the company's Web-hosted suite of collaboration and communication applications, whose "cloud" software-as-a-service (SaaS) architecture Google maintains is a superior alternative to managing on-premises software.

The company is intent on convincing businesses of all sizes, but in particular large enterprises, that Google Apps is less costly, easier to implement and maintain, and makes possible better workplace collaboration than on-premise options such as those sold by Microsoft and IBM's Lotus division.

"The idea behind 'Going Google' is that companies switch to Google Apps and it's a real transformational change," said Tom Oliveri, Google's enterprise marketing director.