H-P Campaign Touts New Printers

Hewlett-Packard has launched an integrated advertising campaign to promote the “True to the original” photo-printing capabilities of its recently announced HP DeskJet 970C and HP PhotoSmart P1000 series inkjet printers.

The campaign was created by Goodby Silverstein and Partners. Spending was not disclosed.

The campaign, which will include print, online and outdoor advertising, will tie HP’s new inkjet printing technology to customers’ demand for printer performance.

HP said its research indicates customers expect photo output from their printers to accurately reflect the original photo, and that HP’s new line of printers produces output that is the most “True to the original.”

The print campaign will feature a series of executions in national consumer and trade publications, and in what is a new approach for the printer category, the campaign will include outdoor advertising in select markets, including New York’s Times Square.

“The new ads are imaginative and elegantly simple,” said Pradeep Jotwani, senior vice president and general manager of regional operations for HP’s Inkjet Imaging Solutions.

“They make a bold statement that captures what is at the heart of consumers’ expectations. Consumers expect fast, no-compromise color-photo quality that delivers life-like skin tones; crisp, black text; and vivid color graphics.”