COMPAQ CANADA REPOSITIONS AS PART OF GLOBAL EFFORT
By Adnews Staff
A recently launched brand advertising campaign from Compaq Canada of Richmond Hill, Ontario is part of a worldwide repositioning effort. Television, print and online advertising is being used to introduce a new tagline: "Inspiration Technology." According to the company, the tagline captures the essence of Compaq's solutions and services. The campaign, said to be the largest in Compaq's 15-year history in Canada, broke in both English and French on Tuesday. National television will be accompanied by print ads in selected national newspapers and magazines, as well as banner ads on Canadian Web sites. Advertising is scheduled to run through 2001. The Canadian campaign is part of a worldwide effort from Compaq Computer Corp., based in Houston, Texas. Advertising was created by Compaq's agency-of-record FCB Worldwide of New York and adapted for the Canadian market by FCB Canada Ltd. of Toronto. The global repositioning first broke in the U.S. in late September. Following the Canadian rollout, it will appear in Europe and Asia. FCB Canada is also expected to work with Compaq Canada to develop additional creative that combines common visual elements of the worldwide program with Canadian content, said John Challinor, manager of corporate and public relations for Compaq Canada.