Brazen helps Liberty Flights in "massively controversial" vaping market

Brazen has been appointed by the British e-cigarette company Liberty Flights as the company seeks to differentiate itself over the "massively controversial" issue of vaping.

Liberty Flights: Wants to stand out in the 'vaping' market
Liberty Flights: Wants to stand out in the 'vaping' market

The Manchester-based agency took the pitch after it was sought out by Liberty Flights and will handle the company's PR and content marketing. There was no incumbent agency.

Its brief includes raising the brand’s profile by creating engaging, multi-channel content, which will combine traditional and digital PR, news-making and media relations.

Brazen said it would produce "thought-leading, issues-driven blogs" as well as video content and hosting live events. It will also seek sponsorship details for the company.

The PR company intends to raise awareness of the product in ‘vaping’ forums, social networks and via email marketing.

Brazen said the Liberty Flights brand was operating in a "fiercely competitive market" that was suffering the twin effects of pressure from legislators and a "confused public perception".  

Nina Webb, founder of Brazen, said: "Vaping is a massively controversial issue right now and subject to a myriad of political pressures from numerous sources. But where some might see this as a distraction we at Brazen view it as an opportunity to differentiate Liberty Flights and its quality UK-made offer from the rest of the market."

Liberty Flights said it wanted a PR marketing partner that understood the political landscape around vaping and could deliver "exceptional ideas" to make its brand stand out from the crowd.

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