Intel spreads the Centrino message

By Alun Williams

Posted on 4 Mar 2003 at 12:01

Intel has kicked off a worldwide advertising campaign for the upcoming launch of Centrino. This is a ground-up redesign of its mobile processor technology.

Intel will not reveal the exact size of the promotional campaign. However, the multi-million dollar campaign will be larger than the total spent for the Pentium 4 processor introduction, which was the highest to date.

'Unwire' is the theme of the campaign, and TV ads will show businesspeople computing from their desks in unlikely places, such as driving ranges and an open-air sightseeing bus.

The reason for the promotional push is that Intel is keen to establish Centrino as a brand. Specifically, it is not to be confused with its constituent elements, such as a particular processor that may be supplied in non-Centrino offerings. It involves, collectively, a new Pentium-M processor, chipset and wireless network connection.

On top of this, Intel is trying to establish 'validation goodness'. What it means by this is that the 'Centrino' logo is a form of accreditation - that the component elements are guaranteed to work together seamlessly. It also includes Intel checking with Wi-Fi providers that the technology is Centrino compatible.

To this end, Intel recently announced a further tie-in with Marriott Hotels to provide 'Centrino-certified' high-speed, wireless, Internet access, ie Hot Spots.

Centrino technology will be officially unveiled - during CEBIT - on 12 March.