Keene chosen for Tia Maria’s consumer PR

Allied Domecq Spirits and Wine (UK) has appointed Keene

Communications to handle consumer PR for its liqueur spirit brand Tia

Maria, following an agency reshuffle in its drinks division.

Keene has been briefed to target the female 18- to 25-year-old

market.

The agency did not have to compete for the account, which carries fees

of around pounds 50,000. There was no incumbent PR agency.

Keene will target dance magazines, including Mixmag and Club On,

supporting a string of nationwide dance events as part of Tia Maria’s

Dance with the Devil promotion. The competition, which is in its third

year, will be held in clubs throughout England.

’To completely penetrate our market we need a public relations campaign

that adds value to our promotional and advertising plans,’ said Allied

Domecq marketing manager Trudy Lloyd.

In September, Allied Domecq Spirits and Wine hired Kable PR to handle

trade communications for brands including Beefeater Gin, Laphroaig malt

whiskey, Tequila Sauza and Tia Maria.

The account more than doubled Kable’s fee income from Allied, to over

pounds 100,000 a year.

Bryant Jackson runs PR for Allied’s brands outside the UK and its duty

free PR with retailers and airports.

Kable is retained on consumer PR brands, including Cockburn’s Special

Reserve, Harveys Bristol Cream and more recently Teacher’s Scotch

Whisky.

On the corporate side, Financial Dynamics handle PR for Allied Domecq

while Seal PR handle PR for Allied Domecq Retailing’s pub operating

divisions.