NEWS: Texas steps up PR in race to become a household name

Texas Instruments, the US hi-tech giant, is stepping up its PR activity in a bid to become of the world’s top three sellers of laptop computers by the year 2000.

Texas Instruments, the US hi-tech giant, is stepping up its PR activity

in a bid to become of the world’s top three sellers of laptop computers

by the year 2000.



Harvard PR scooped the pounds 60,000-fee UK contract for the firm’s

notebook division last week after Texas scrapped its initial pitch list

of four.



Incumbent outfit Michael Joyce Consultants, Nelson Bostock, Herald

Communications and The Whiteoaks Consultancy all pitched at the end of

last month before Texas decided to hire Harvard.



The agency will target corporate and consumer buyers in the SoHo (small

office, home office) market, as well as promoting Texas’ TravelMate and

Extensa notebook range and the launch of a new product in September.



According to Harvard associate director Fraser Butters, IT decision

makers in large companies and young professionals will be targeted via

the national press. ‘We want to take it beyond the pure IT press,’ said

Butters.



Texas Instruments is also planning a new advertising drive to achieve

its goal of joining the top notebook sellers, like brand leader Toshiba,

by the turn of the century.



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