HP Celebrates “Spring Collection” and New Line Cinema’s Much-Anticipated “Sex and the City 2” Film

ASIA PACIFIC, April 21, 2010 – HP today unveiled a global marketing collaboration with Warner Bros. Pictures that spotlights “tech couture” and celebrates HP’s spring collection of products via New Line Cinema’s “Sex and the City 2” film, which premiers globally beginning on Thursday, May 27.

By collaborating with this world-renowned series, HP extends its relationship with fashion trendsetters, inspiring people worldwide with its stylish computers.

HP has been at the forefront of fusing fashion and technology since unveiling the HP Mini Vivienne Tam notebook on the catwalk of Tam’s 2008 fashion show at New York’s Fashion Week in Bryant Park. The introduction of the world’s first “digital clutch” ignited global fashion-forward efforts for HP, which led to this collaboration with “Sex and the City 2.

“HP is increasingly recognized as a brand synonymous with breakthrough style and design,” said Dennis Mark, vice president and general manager, Marketing, Personal Systems Group, HP Asia Pacific & Japan. “As a trend-setting phenomenon, ‘Sex and the City 2’ is a natural extension to celebrate fashion and our stylish spring 2010 collection of computers with people worldwide.”

The film’s lead actress and one of its producers, Sarah Jessica Parker, will be showcased as the “achiever” in the next global “The Computer is Personal Again” commercial from HP, which is part of the company’s campaign to demonstrate how technology has become truly personal and relevant.

The commercial features Parker as herself – a sophisticated, energetic woman who uses an HP computer to manage the multifarious roles she is playing in life, from mother to designer to movie producer, with endless style.

Global campaign

Leading up to the highly anticipated film debut, HP will be hosting a series of global events to showcase their Spring Collection and celebrate tech couture with “Sex and the City” enthusiasts.

This includes a combination of the “Computer Is Personal Again” commercial; local pre-screenings of “Sex and the City 2 and events in several markets across Asia Pacific.

“Sex and the City 2” will also celebrate HP’s spring collection of products which merge premium technology with style for women and fashion-savvy men, and will be seen in the film.

—      HP Mini 210 Vivienne Tam Edition made its runway debut at New York Fashion Week as part of Tam’s spring 2010 collection and combines premium PC technology with Tam’s stunning “Butterfly Lovers” design.

—     HP TouchSmart PCs feature a sleek design that integrates a stunning high-definition widescreen display with a multitouch-enabled screen. Serving as an integral part of the creative process throughout season seven of Lifetime Television’s “Project Runway,” the PCs enabled designers to create fabric patterns in a design-challenge first for the hit series.

—       HP TouchSmart tm2 notebook PCs featuring convertible, touch-enabled screens were given to Project Runway designers to function as their “digital sketchpads,” allowing them to draw, sketch and take notes with near limitless options for colors, brushes and effects.

“Me And My City” Online Contest in Asia Pacific

Just as the characters in ‘Sex and the City’ have their favourite stylish hotspots in New York City, women in Asia Pacific can now design their own local “Me & My City” tour for a chance to win exciting prizes. (1)

To participate in the ‘Me & My City contest’ which is now running until early May 2010:

–           Participants submit a creative online entry about their favorite stylish haunts and “must-visit” places in their city, and choose the HP tech chic gadget they would take along with them on their tour.

–           HP will select the most creative submission in each country from a list of Top 5 entries as determined by local voters.

–           The prize – A trip for two to New York City to attend an HP private screening of ‘Sex and the City 2’ movie on May 25 2010 and an HP Mini 210.

–           Voters also stand a chance to win by choosing their favorite “Me & My City” tour and submitting an entry describing what “Tech Chic” means to them.  The best answer will be selected by HP and awarded four tickets to a local screening of ‘Sex and the City 2’ in their city.

“With our ‘Computer is Personal Again’ mantra, we are constantly looking to design products and create opportunities that surprise and delight consumers,” said Mark. “Launched as part of HP’s 2010 Tech Chic program, we hope the ‘Me & My City’ online contest will enagge independent women with an interest in style and fashion, and who have a point of view of how their choice of technology gadget reflects their personality and lifestyle.”

For more information, please visit www.hp.com/apac/techchic

About “Sex and the City 2”

“Sex and the City 2” stars Sarah Jessica Parker, Kim Cattrall, Kristin Davis, and Cynthia Nixon, with John Corbett and Chris Noth. Michael Patrick King directs from his own screenplay, and also produces the film with Sarah Jessica Parker, Darren Star and John Melfi. New Line Cinema Presents, In Association with Home Box Office, In Association with Village Roadshow Pictures, A Darren Star Production, A Film by Michael Patrick King, “Sex and the City 2,” to be released globally on May 27, 2010 by Warner Bros. Pictures, a Warner Bros. Entertainment Company.

About HP

HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems. More information about HP (NYSE: HPQ) is available at www.hp.com.

(1) For contest terms & conditions, please visit www.hp.com/apac/techchic

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