The Impressions Roadshow, which includes a 15m-long truck equipped with a seven-colour HP Indigo Press 3000, HP DesignJet 120, plasma screen and bar, began its journey in Brussels in May and has travelled through six countries before getting to the UK.

HP UK marketing manager Paul Randall said: We expect to sign a million euros worth of orders in the UK within the next month. That will rise when we go to Scotland and Ireland, where we havent traditionally had that strong a presence.

Randall added that five orders, including three in Spain, had already been signed.

Its not just about hardware, but the changing demands of the market. We are looking at how digital print is procured and produced, which is why we are inviting top designers, agencies and printers, said Randall.

The London leg was attended by representatives from Tequila, Joshua, Ogilvy & Mather, Proctor & Stevenson, Tidal Wave and Saatchi & Saatchi Advertising.

HPs Impressions Roadshow will be in Edinburgh from 21 to 25 July before moving on to Birmingham from 28 July to 1 August. It will then go to Holland, Germany, Italy before moving to Dublin from 13 to 17 October.

Story by John Davies