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HTC Challenges Consumer Expectations With New HTC One® Live Experience Tour

BELLEVUE, Wash., April 5, 2013 /PRNewswire/ -- HTC, a global leader in mobile innovation and design, today introduced the company's integrated U.S. marketing campaign launching its new flagship smartphone, the new HTC One. The campaign challenges the current mobile phone experience with a bold and playful execution, and offers consumers the opportunity to see, hear and hold the new smartphone before nationwide availability in traditional retail channels. The campaign comes to life as pre-order begins today, following unprecedented demand and the strongest pre-registration interest for any smartphone designed by HTC. The new HTC One will be available nationwide at retail stores through AT&T, Sprint and Best Buy on April 19, and through T-Mobile later this spring.

(Logo: http://photos.prnewswire.com/prnh/20120620/SF27968LOGO)

"We're establishing the U.S. brand identity for the new HTC One as an innovative, stunning product with a full-metal design and a clear difference in experiences from any previous, or recently announced smartphone," said Erin McGee, vice president, marketing, North America, HTC Corporation. "The new HTC One has already won numerous prestigious awards and accolades, but consumers have yet to see it for themselves. We are changing that, starting today, by delivering unique and highly relevant experiences on city streets, in suburban malls, and at hundreds of movie theaters that brings the product to life through an authentic connection with the consumer."

Everything Your Phone Isn't™Crafted with a distinct zero-gap aluminum unibody, the new HTC One introduces HTC BlinkFeed™, HTC Zoe™ and HTC BoomSound™, key new HTC Sense ® innovations that reinvent the mobile experience and set a new standard for smartphones. HTC is taking the breakthrough product directly to consumers with the HTC One Live Experience Tour, bringing each unique innovation to life and prompting consumers to compare the new HTC One to their current phone experience.

The advertising features a similarly evocative theme positioning the new smartphone to consumers as " Everything Your Phone Isn't" , with several deep integrations that highlight the dynamic experiences of the device. The new advertising campaign will run across a variety of media, including heavy rotation in relevant national TV programming, print, digital media and mobile advertising to include Pandora, Spotify, YouTube and Vevo.  In-market geo-targeted advertising will also be incorporated into the HTC One Live Experience Tour.

The HTC One Live Experience Tour will appear in 11 major markets across the U.S. and consists of three distinct executions: the HTC BoomSound Lounge, HTC One Showrooms and HTC One Cinema Experiences.

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