Background

HP worldwide launched a new marketing strategy for the personal systems group. Particular focus was given to the Personal Computer, how individuals use the PC and how it appeals to the senses.

Our idea for the roadshow mirrored the corporate theme and incorporated "see, hear, touch" activities.

Objectives

• Create a roadshow that can travel throughout the
  Middle East
• Develop a dialogue with customers
• Build relationships with the channel 
• Create excitement around the brand
• Establish lasting media relationships

Strategy / Deliverables

• Create an event that provides a platform for
  showcasing and transposing the new brand strategy
  and product features
• To organize the roadshow; venues, guest liaison,
  creatives, collateral, presenters, production,
  facilitator, logistics, payment process and media
 
Results

• Highest ever attendance for HP at a roadshow
• Positive feedback from key accounts
• Gained substantial press coverage after the event