As they continue to roll out their latest flagship phone the HTC One, the smartphone maker has launched an integrated marketing campaign to introduce the new device to Canadians. The campaign aims to challenge the current mobile phone experience with a bold and playful execution, and offers consumers the opportunity to see, hear and hold the new smartphone outside of traditional retail channels.
“We’re establishing the brand identity for the new HTC One across Canada as an innovative, stunning product with a full-metal design and a clear difference in experiences from any previous, or recently announced smartphone,” said Erin McGee, Vice President, Marketing, North America, HTC Corporation. “The new HTC One has already won numerous prestigious awards and accolades, but many consumers have yet to see it for themselves. We’re changing that by delivering unique and highly relevant experiences on city streets, in suburban malls, and at hundreds of movie theaters that bring the product to life through an authentic connection with the consumer.”
The new advertising campaign will run across a variety of media, including heavy rotation in national TV programming, print, digital media and mobile advertising to include YouTube and Vevo. The HTC One Live Experience Tour will appear in five major markets in Canada through VICE presents Downtown Sound Concerts sponsored by the new HTC One, HTC One Showrooms, and HTC One Cinema Experiences.
VICE in partnership with HTC are hosting five intimate concerts for local artists in five cities: Toronto, Vancouver, Montreal, Calgary and Halifax. Consumers still have the opportunity to attend the intimate free concerts in three cities:
· Montreal, April 25th at Phi Centre featuring Lunice and Tommy Kruise
· Calgary on May 11th at Hi Fi Club featuring The Dudes and Chixdiggit
· Halifax: May 23rd at Bus Stop Theatre featuring Ryan Hemsworth and Cold Warps
As well, HTC One Showrooms will open at Vaughan Mills in Toronto and Guilford Town Centre in Vancouver where consumers can experience the new HTC One.
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