Ongoing HP party tours Asia to full houses

Singapore - HP's Inter Action: Art in Motion six-city party tour launched in Seoul on 29 November, as part of Hewlett Packard's (HP) aim to promote its ‘The Computer is Personal Again' branding campaign.

It is currently in the final leg of tour in Sydney, Hong Kong, and Shanghai - happening concurrently on 6, 7 and 8 December.

"The objective of the event is to create a platform to engage the youth in the different markets through sight, sound and touch. It also showcases how computer technology links people and delivers human experience and by that we engage them too with the HP brand," Dennis Mark, VP of marketing at HP PSG APJ said.

In Seoul, Taipei and Bangkok, the event attendance exceeded the expectations and carrying capacities of the venues with 2,185, 2,252 and 1,400 youths showing up respectively. Some of the markets also took the opportunity to launch new and limited edition products.

Media invites and press releases were sent out early, hence the event achieved at least 72 articles covering the event before its launch on 29 November. To ensure HP's message got through to its target audience, all six markets worked on pre-event publicity - getting event listings in magazines targeted to the youth or event calendar type of publications. It also relied on non-media channel related communications such as online banners, posters at the event venues, school campuses, retail stores as well as mentions in partner websites - it even set up Facebook and MySpace interaction groups. Post event interviews with the artistes and the HP spokesperson were also arranged, completing its PR efforts.

A T-shirt design contest was launched at the Seoul party - it is open to all APAC countries and closes on 15 February 2008.