HP set to engage young women with Elle tie-up

Hewlett-Packard (HP) is specifically targeting young women for the first time through a pan-European deal with Elle.

The campaign will promote HP's range of digital photography and imaging products. It positions the company as a leading consumer technology brand and aims to capitalise on the must-have popularity of digital cameras.

The ads, which will run in the September issue of the UK, Spanish, German, Russian, French and Italian editions of Elle, direct women to a website, where they can upload images of themselves onto a mocked-up digital version of the magazine's cover. Colours and headlines can then be adapted and a copy printed.

It is the first time Elle has allowed its cover to be adapted by a third party.

The HP promotion dovetails with its overarching global strapline 'HP invent'.

The activity includes a competition offering an all-expenses-paid fashion weekend in London, with 1000 euros (£665) to spend and a personal Elle stylist at hand.

Six runners-up will receive HP products including a digital camera, printer and notebook PC. There are also 60 annual subscriptions to Elle to be won.

Last month HP renewed its title sponsorship of the BMW Williams Formula One team in a deal thought to be worth $80m (£43m) a year. The deal, which will run until the end of the 2006 season, had been in doubt, with Samsung reported to be in advanced negotiations with the team to replace HP.

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