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HP Rolls $300 Million Web Printing Campaign

  • Reuters, Tuesday, August 28, 2007 11 AM
Hewlett-Packard is rolling out a new $300 million marketing campaign to promote its Web-based printing services as it tries to push new uses for printers, its most profitable business. The effort, to break in traditional media, outdoor ads and online, promotes the company's "Print 2.0" effort that was announced earlier this year and aims to tie printing to the Web.

"As more and more content moves from the desktop to the Web, HP is working to make printing relevant and meaningful," the company says.

Onboard is Omnicom's Goodby, Silverstein & Partners, in charge of HP ads for more than 10 years. The campaign hopes to reach every country where HP is. It is targeting consumers, small businesses and graphic artists with a message that it is "not about the printer," but about what they can do with it, says Vyomesh Joshi, who runs the company's printer division.



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