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.
