Digital campaign eyes PC market

Digital Equipment of Canada has launched the first salvo in a campaign to stake its territory in the personal computer marketplace this year.Michael Tremblay, general manager of Digital's personal computer business, says larger businesses are the company's target, but adds that,...

Digital Equipment of Canada has launched the first salvo in a campaign to stake its territory in the personal computer marketplace this year.

Michael Tremblay, general manager of Digital’s personal computer business, says larger businesses are the company’s target, but adds that, in the fall, small business and home office sectors will be courted.

As part of its campaign, dec has entered into a marketing pact with Ottawa-based software maker Corel and The Great Canadian Package Deal.

The deal teams up the DECpc XL466 personal computer system with an integrated cd-rom and a trio of free software products from Corel until mid-June, saving consumers $1,200.

Digital, known for its business, networking and worldwide information services, will continue its airline hub strategy of the past few years, with posters and banners in major Canadian terminals.

Print ads will appear in Saturday Night magazine and a few other consumer publications.

The Great Canadian Package will also get support from dealer co-op advertising and the addition of a tag to Corel’s current CorelDRAW magazine advertising.

Tremblay says tv and call-to-action newspaper advertising will be part of Digital’s new strategy launching in September.

Advertising for Digital comes from DDB Needham of Toronto. Corel handles advertising in-house.