INTERNATIONAL: F-H will handle PR for lottery operator Sisal

MILAN: Lottery and gambling operator Sisal Sport Italia has appointed Fleishman-Hillard to provide PR support.

MILAN: Lottery and gambling operator Sisal Sport Italia has

appointed Fleishman-Hillard to provide PR support.



It is the first time the company has used an agency on a full-time

basis.



The communications brief includes corporate strategy and implementation,

media relations and public affairs. Fees for the two-year account are

thought to be worth over pounds 90,000 annually.



Sisal Sport Italia operates state lottery games, such as Enalotto, and

the roll-over lottery SuperEnalotto, as well as horse-racing gambling

games, from 15,000 concessions available in outlets across Italy. The

license for Enalotto will expire in 2002.



F-H will focus on raising the profile of the company to match the

profile of its games brands. Sisal’s horseracing activity comes under

the remit of the ministry of agriculture, so the agency will also target

the Italian finance and agricultural ministries, organising conferences

and congresses to keep the ministries informed on how Sisal is running

its games.



’The key is to make the government and people aware of the contribution

the money from the games makes,’ explained Patrizia Antonicelli,

managing director of F-H’s Italian operation.



Over pounds 430 million is raised for the government via taxation

through Sisal Sport Italia’s operations. The company is also active in

sponsorship, supporting the two month jazz festival in Rome last year

and this summer.



F-H will also be responsible for crisis management and supporting new

games developed by Sisal Sport Italia.



The agency will report to external relations manager Simone Perotti.



F-H was appointed following a three-way competitive pitch.



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