Tektronix is launching an autumn blitz advertising campaign to cause a splash in the mainstream printer market.
The u500,000 campaign in trade and national papers will appear in September, backed by 100,000 mailshots to users and 7,000 mailshots to dealers.
The campaign's theme is a secret and dealers are under non-disclosure agreements because of its novel approach.
Drew Nichol, UK marketing manager for Tektronix, said it would be a lighthearted theme but would not reveal details.
An incentive programme for the channel, based on promotional events and competitions, is still being thrashed out.
Tektronix distributor Micro Peripherals is working with the printer vendor to spread the word across the country with a dealer roadshow, which kicks off in October in London. It will also visit Glasgow, Edinburgh, Aberdeen, Reading and Bristol.
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