Dell unveils new campaign

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Dell Computer Corp., Round Rock, Texas, today unveiled its new consumer campaign from Ammirati Puris Lintas, New York. The campaign, themed "Dell4me,'' is the first work from Ammirati since it won the $30 million to $40 million consumer and small business account last spring. TV advertising will launch this Sunday; newspaper and magazine print ads break the next day. This new campaign broadens Dell's target audience, with a strategy to drive at-home computer use. The advertising also touts the one-to-one relationship Dell has with its consumers. That strategy was used in its corporate branding campaign from BBDO Worldwide that broke this month. Ammirati also created a print campaign to target small business. Dell was busy today on the new-product front as well, introducing two notebook

Copyright September 1999, Crain Communications Inc.

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