Intel's New Advertising Campaign Shows ‘Unwired Moments’

TV Ads Depict Convenience of Wireless Mobile Computing

SANTA CLARA, Calif., Sept. 22, 2003 - Intel Corporation this week kicks off its fall marketing campaign to promote Intel® Centrino™ mobile technology and the benefits of an unwired computing lifestyle. The global campaign includes TV advertising, as well as promotions and events that will provide consumers with opportunities for a hands-on experience with Intel's best mobile computing technology.

Introduced in March, Intel Centrino mobile technology includes a new mobile processor, related chipsets and 802.11 wireless network capabilities that have been designed and tested to work together. In addition to wireless networking capability, the technology enables extended battery life, thinner and lighter notebook PC designs, and outstanding mobile performance. Today, 92 notebook designs are based on Centrino mobile technology, and Intel expects 130 designs to be available for sale by year's end.

The new TV ads communicate how wireless computing with Intel Centrino mobile technology brings greater freedom, flexibility and convenience to people's personal and professional lives. In one ad, a father searches the house for a comfortable place to unwire with his Centrino mobile technology-based notebook, finally settling in his sunny backyard. Another ad depicts a businesswoman sending an urgent email while waiting at an airport gate.

"Our campaign builds upon the 'Unwire' theme we introduced in March," said Pam Pollace, Intel vice president and director of the Corporate Marketing Group. "The ads depict unwired moments and illustrate the convenience of wireless computing with Centrino mobile technology."

The 11-country advertising campaign breaks on Sept. 29. It will span multiple vehicles, including TV, print, online and outdoor outlets in order to deliver varying levels of information about Intel, its flagship mobile computing technology and the unwired computing lifestyle.

In an approach to reinforce the new brand and its benefits, print and outdoor ads will feature the striking blue and magenta Intel Centrino mobile technology logo and deliver quick technology benefit statements such as "No excess baggage," "Make all your connections," "Travel at the speed of really light" and "Need more battery life?" Additional print ads featuring the headline "What to look for in an unwired laptop" will provide more information about the core mobility benefits of Centrino mobile technology.

Euro RSCG MVBMS in New York created the television, print, online, outdoor and promotional advertising that runs through the end of the year.

"One Unwired Day"
Intel's fall campaign officially kicks off on Sept. 25 with "One Unwired Day," an event aimed at providing mobile PC users with a free trial of public wireless Internet access at thousands of locations across the United States.

Free trial Wi-Fi access will also be available at One Unwired Day festivals in New York, Chicago and San Francisco, and events in Seattle. The festivals will feature live concerts, product demonstrations and prize packages, including notebook PCs based on Intel Centrino mobile technology. The festivals will be held at South Street Seaport in New York, North Riverside Plaza in Chicago and Justin Herman Plaza in San Francisco.

Information about One Unwired Day, including the locations of hotpots participating in the event, is available at www.intel.com/unwire.

Advertising Promotions
Intel is extending its fall campaign with unique promotions designed to provide business people and consumers with access to the latest wireless lifestyle and technology information.

Intel, the New Yorker and Zagat Survey, the world's leading provider of consumer survey-based leisure guides, have created the first Zagat Survey mini-guide designed to help business and leisure travelers find great places to unwire with their notebook PCs.

The Zagat Survey mini-guide, titled "2003 Wi-Fi Hotspots," is available in the New Yorker's Sept. 22 issue and online at www.intel.com/unwire.

Intel also worked with PC Magazine and Yahoo!, which created special print and online resources where mobile users can access the latest Wi-Fi technology information, such as product news, places to buy and practical information such as tips on "how to" unwire. For more information on Intel's fall marketing campaign and to view the advertising as it breaks, visit www.intel.com/unwire.

Note: Important Information: Wireless connectivity and some features may require you to purchase additional software, services or external hardware. Availability of public wireless LAN access points limited. System performance measured by MobileMark* 2002. System performance, battery life, wireless performance and functionality will vary depending on your specific hardware and software configurations. See www.intel.com/products/centrino/more_info for more information.

Intel and Centrino are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries.

* Other names and brands may be claimed as the property of others.