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BRANDING NEWS: HP launch integrated marketing campaign

HP PPS UK has launched an integrated marketing campaign in order to promote its HP ElitePad 900 tablet to business travellers.

Utilising advertising, experiential, PR and social channels to drive awareness, the centerpiece of the campaign is two HP brand wrapped First Great Western trains, running daily on some of the country’s most popular business routes.

The HP trains will run across the First Great Western for the next six months. Onboard brand ambassadors will demonstrate the technology company's ElitePad 900 tablet and offer standard class passengers the opportunity to upgrade their carriage to trial the device.

These brand wrapped trains and direct product experiences are part of a wider European HP marketing campaign targeting the business travel market.

Co-sponsored by Intel and Microsoft, digital and poster advertising will appear in six major airports, with an expected reach of over 22 million travellers over two months. Advertising will be supported by experiential stands in business lounges, giving business travellers the opportunity to experience HP’s premium business products.  

Rebecca Shears, head of marketing at HP UK, said: “We chose to work with First Great Western as they recognised how their customers were an exact match to our target audience and seemed genuinely excited by the marketing innovation that has gone into the project.

 “Our use of commuter trains and Heathrow airport, combined with advertising and experiential activity across Europe’s highest-profile business travel locations will make this a campaign that connects with a huge number of people travelling on business. Mobility is a key part of our business strategy and that’s why mobility for business is the important message in this campaign.”