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COMPAQ LAUNCHES AGGRESSIVE NEW ADVERTISING CAMPAIGN; HIGHLIGHTS BRAND IMAGE, NEW CORPORATE FOCUS

 COMPAQ LAUNCHES AGGRESSIVE NEW ADVERTISING CAMPAIGN;
 HIGHLIGHTS BRAND IMAGE, NEW CORPORATE FOCUS
 HOUSTON, June 2 /PRNewswire/ -- Compaq Computer Corporation (NYSE: CPQ) announced today that it has launched an aggressive advertising campaign highlighting the company's new strategic focus for the 1990s and promoting Compaq's strong brand image. The campaign starts with a bold message conveying that Compaq is the one PC company with the passion to do things right for the customer, reinforcing product and corporate strengths that are key to success in the evolving PC marketplace.
 Targeting Compaq customers and prospects -- including quality-conscious business users, engineers and software developers, as well as users in other segments of the PC market -- the campaign officially kicked-off on June 1 with a 12-page advertising spread in leading U.S.-based general interest publications, and on June 9 will appear in other major business and industry trade publications. Additional advertisements specifically addressing both the Systems and PC Divisions' current and soon-to-be-announced products, programs and services are also scheduled to run in national and regional media throughout the remainder of the year.
 "Over the past nine months, Compaq has undergone a major transformation, and this advertising campaign captures the essence of this new era for Compaq," said Gian Carlo Bisone, Compaq's Vice President of North American Marketing. "This campaign clearly differentiates Compaq as a company committed -- and uniquely qualified -- to do whatever it takes to meet the needs of today's PC user."
 The campaign focuses on repositioning the Compaq brand, emphasizing, on one side, the company's reputation for delivering reliable, high- quality, innovative products. The other side of this repositioning is Compaq's commitment to address increased customer demand for affordable products, and more aggressive and convenient distribution.
 The advertisements outline the company's new corporate and product strategies through a three-tiered approach, including attention-grabbing headlines, bold lead-in paragraphs and information-rich copy. Photography and user testimonials are also highlighted. Compaq's new products, service and support programs, integration strategies and corporate philosophies are featured in the ads' bold, clean headlines. For instance, "People In The Computer Business Have Been Trying To Improve On Compaq For Years. Guess Who Finally Did?" addresses Compaq's new strategic focus on being a customer-driven company, and "For Service And Support, Just Call. Operators Are Not Standing By. Engineers Are." promotes the company's new CompaqCare program, a comprehensive new service designed to provide customers with everything they need when it comes to product support.
 This is the first major brand campaign Compaq has introduced with New York-based Ammirati & Puris. In December 1991, after a six-month advertising agency search, Compaq selected Ammirati & Puris to help the Company develop and promote the Compaq brand image. Compaq plans to increase its advertising expenditures as much as 70 percent from 1991. Company Background
 Compaq Computer Corporation is a world leader in the manufacture of PC systems, and desktop, portable, laptop and notebook personal computers. The Company reported worldwide revenues for 1991 of $3.3 billion.
 COMPAQ products are sold and serviced in more than 69 countries through a network of more than 5,000 superstores, dealers, systems integrators, value-added resellers (VARs) and distributors.
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 Note: COMPAQ is a registered trademark (Registered U.S. Patent and Trademark Office) of Compaq Computer Corporation.
 -0- 6/2/92
 CONTACT: Nora Hahn of Compaq Computer Corp., 713-374-0484, or Tony Sapienza of Miller Communications, 617-536-0470, for Compaq; Electronic Media Contact: Tom Pearson of Pearson Communications, 215-648-3975, for Compaq/
 (CPQ) CO: Compaq Computer Corporation ST: Texas IN: CPR SU:


SH -- NE004 -- 6145 06/02/92 10:28 EDT
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Date:Jun 2, 1992
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