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
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
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.