NEWS: Calor Gas fires up Key and GCI

Calor Gas has hired two PR agencies after two separate pitches as it gears up for total deregulation of the domestic gas market in 1998 and a pilot scheme in south west England in April.

Calor Gas has hired two PR agencies after two separate pitches as it

gears up for total deregulation of the domestic gas market in 1998 and a

pilot scheme in south west England in April.



Key Communications beat off competition from Consolidated

Communications, Lexis Public Relations and Berrido Associates for the

business-to-business account. GCI London saw off Countrywide

Communications, MJ Communications and Burson-Marsteller to clinch the

corporate, consumer and sponsorship account.



Both pieces of business have been given ‘substantial’ six figure

budgets, according to Calor Group’s marketing manager for leisure

markets, Geoff Clifton.



Clifton says the marketing campaign will be aimed at boosting Calor’s

share of the liquid propane gas sector and at winning a substantial

share of the newly deregulated market for mains gas. Calor’s attack on

the pounds 9 billion mains gas marketplace will be spearheaded by

Calortex, its joint venture with Texaco which was formed in August 1995.



‘What we have now is the ability to supply anyone and any business so,

instead of behaving like the niche players that we were, we now need to

move up our brand proposal,’ says Clifton.



Adrian Wheeler, managing director of GCI London said: ‘The chance to

fight it out with a virtual monopoly comes once or twice in a PR

lifetime. We are extremely excited by this opportunity and believe that

Calor and Calortex will make a very dramatic impact.’



Calortex will compete with Amerada Hess, Total and Sweb Gas to supply

500,000 homes in the north west England pilot scheme, aimed at breaking

the stranglehold British Gas has on the market and increasing

competition.



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