HP KICKS OFF OUTDOOR CAMPAIGN
By Adnews Staff
For the first time in four years, Hewlett-Packard (Canada) Ltd. has gone outdoors to promote a new DeskJet printer. This week the company launched billboard, transit shelter and mall ads in Vancouver, Calgary, Toronto, Ottawa/Hull and Montreal to promote the HP DeskJet 690C and a companion HP Photo Color Kit. Both the printer and color kit were released in North America in October. The campaign will also be extended to include point-of-purchase posters at major Canadian consumer electronics and computer stores. The photo used in the advertising depicts a warm beach scene. It is an actual DeskJet 690C printout. Saatchi and Saatchi Advertising of Toronto created the $500,000 campaign. BenchMark Communications Inc. of Toronto is doing PR.