Take Your Own Path campaign features real business heroes   Campaign spans seven countries and five different languages

Dell, a leading IT provider of hardware and services for medium and small businesses worldwide, today announced the global expansion of its Take Your Own Path (TYOP) campaign, which features pioneering entrepreneurs and showcases their use of Dell technology to help make their businesses successful.

Take Your Own Path distinguishes entrepreneurs as “heroes,” and is being introduced in the U.S., Japan, Germany, China and the UK following its initial successes in India and France. The campaign celebrates these entrepreneurs with joint local, national and global exposure through a variety of advertising and PR initiatives, including billboards, print advertisements and broadcast efforts. It is also being integrated with Dell’s online marketing efforts, expanding on its Small and Medium Business Solutions Center and engaging in conversations on social media fronts such as Direct2Dell, Twitter and Facebook. In addition, the TYOP heroes are sharing their success stories at various small business events worldwide.

“Dell has always believed that it takes an extraordinary person to launch and run a business. We understand the potential of medium and small businesses to transform the global economy and the Take Your Own Path campaign underscores Dell’s commitment to supporting individuals with a big idea,” said Steve Felice, President of Dell Small and Medium Business. “Today, Dell celebrates the many achievers and dreamers who dare to forge ahead in their own way with a view of how they could change the world, pushing boundaries and ultimately, leading the global economic recovery.”

The TYOP heroes have taken innovative approaches to building their businesses, with Dell technology being a key enabler of their success.

Microsoft and Intel are committed to entrepreneurs’ success and have joined Dell in supporting the Take Your Own Path campaign.

“The Take Your Own Path campaign reflects the entrepreneurial spirit of both Dell and Intel. We are proud to honor the Heroes who are part of the campaign through our support of this innovative marketing campaign,” said CJ Bruno, vice president and general manager, Intel Americas.

“Microsoft is proud to work with Dell on the Take Your Own Path initiative,” said Rich Reynolds, general manager of commercial marketing for the Windows Business Group at Microsoft Corp. “Time is money, and businesses are telling us that they save time, which can mean real money, with Windows 7 Professional. Together, Microsoft and Dell have engineered our products to assure out-of-the-box compatibility designed to help small and midsize businesses achieve their goals.”

UK Take Your Own Path Heroes:

Lonely Planet, Tony Wheeler – Lonely Planet was founded after Tony and Maureen Wheeler left London and hit the road in search of adventure in 1972. They travelled overland across Asia and landed in Australia where, due to incessant questions from would-be travellers, they compiled their journey notes and stapled together their first travel guide, Across Asia on the Cheap. Lonely Planet is the leading global travel information company, with more than 360 writers, researchers and photographers. They produce around 500 trustworthy and inspiring books, innovative downloadable digital guides, an award-winning website, wireless applications and cutting-edge television programmes. Good Energy Group, Juliet Davenport – Juliet is the founder and Chief Executive of Good Energy, the renewable energy company. Her bold mission is to make it easy for people who are concerned about climate change to make a difference. Today Good Energy supports almost 1,000 independent renewable generators, supplying 25,000 households and businesses in the UK with 100% renewable electricity. Jagex, Mark Gerhard –Mark is CEO & CTO of Jagex, the UK’s largest independent games developer and publisher, whose games are played by millions of players around the world every day. With over 159 million accounts created since its launch in 2001, RuneScape.com is recognised by the Guinness World Records as the world’s most popular free-to-play online game of its kind. Jagex’s success has seen the company ranked as one of the top 100 UK technology companies. Looking to the future Mark plans to dramatically change the landscape of online gaming by making Jagex the world’s most popular games destination. Masternaut, Martin Port –Martin is Managing Director of the UK’s leading provider of vehicle tracking and mobile resource management. Martin’s passion for customer service took him on a journey from selling bread in New York City to founding and leading the largest fleet tracking business in Europe. The company has won a raft of awards and remains at the cutting edge of mobile resource management. Innocent Drinks, Richard Reed – Richard is co-founder of the smoothie maker innocent, the number one smoothie brand in the UK with a market share of over 80%. Launched ten years ago, the company sells over two million pure fruit smoothies a week in 13 different countries, and turns over in excess of £100 million each year. They are known for their corporate responsibility model, innovative marketing strategy, and their alternative management style.

Additional information can be found at www.dell.com/takeyourownpath.

About Dell

As the visionary outcome of a true entrepreneur, Dell (NASDAQ: DELL) is committed to helping small and medium businesses solve their technology challenges, ease business pain points and draw greater value from IT. With ProManage-Managed Services, Optiplex, Latitude laptops, the designed-for-small business Vostro line, energy-efficient PowerEdge servers and Small and Medium Business Solutions Center, Dell is here to support entrepreneurs every step of the way.

            
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