Palm only entered the China market recently and, until the appointment of Tequila, had not been represented there by an ad agency. Its main competition includes local brand Legend, which also produces computers.
Palm will offer a portfolio of handhelds under two distinct sub-brands: the Tungsten, targeted at experienced PDA users; and Zire, aimed at entry-level consumers. Palm plans to provide a new level of functionality in the handheld market, with consumers being offered the choice of an operating platform in simplified Chinese, traditional Chinese or English.
Tequila China account director Jocelyn Yong said a through-the-line communications strategy will be deployed to promote Palm's brand image, as high media costs in the mainland for above-the-line advertising are proving restrictive.
According to Palm Asia-Pacific regional marketing director Sharon Ee, Tequila was awarded the account because the agency was "able to translate a solid strategic platform - 'Leadership in hand' - into a complete through-the-line launch communications programme."