using sed seach replace

Need help on using sed .. search for pattern then delete that occurance
globally ..

ex.

<ad-number>1002877553-01</ad-number>
<start-date>01/07/2009</start-date>
<end-date>01/07/2009</end-date>
<eps-file>c:\adpay\100298452.eps </eps-file>

Want to delete this expression ---> c:\adpay\

line should look like

<ad-number>1002877553-01</ad-number>
<start-date>01/07/2009</start-date>
<end-date>01/07/2009</end-date>
<eps-file>100298452.eps </eps-file>

thanks,

art

sed 's/c:\\adpay\\//' FILE

Thats a winner ... thanks