Monday, May 2, 2011

HP signs Pacquiao for the webOS TouchPad campaign

WorldWideTech & Science. Francisco De Jesús.


Working through agency William Morris, Top Rank submitted Pacquiao to HP when it learned the brand was looking for a select group of high-profile entertainers and athletes to feature in the campaign, which will include television, radio, print, outdoor and billboard components, all of which will feature the fighter and run globally.
Because of its broad line of products — including the tablet, PCs, printers and smartphones — HP struggled to find attractive endorsers who didn’t have conflicting deals. Many, such as NBA stars Dwyane Wade and Kobe Bryant, did. Because almost all of his contracts have been limited to the Philippines, Pacquiao was able to make the broadly structured HP deal work.
Top Rank would not discuss financials of the deal, other than to say it included HP products and a cash contribution toward charities of Pacquiao’s choice. The deal was attractive because of the level of credible exposure.
“The brand alignment, to us, is unparalleled,” said Lucia McKelvey, executive vice president of marketing for Top Rank. “It’s exactly what we’re looking for and the kind of deal we want. We hope by executing and doing this one well, others will buy into it.”

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