Playboy takes on Avalon for Europe media relations

Playboy Enterprises, the firm behind the soft porn and lifestyle

magazine, has handed its European account to Avalon PR.

The agency, fresh from its work on the launch of the Popstars TV show

for LWT, has been hired on a media relations brief for a European tour

by founder and editor-in-chief Hugh Hefner.

Hefner is touring Europe to celebrate his 75th birthday and hopes to

raise his public profile.

He picked Avalon in light of work the agency had done for Playboy on

'The Bunny's Back' campaign. This aimed to return the distinctive

Playboy bunny into the public's conscious after what the client saw as a

period of relative decline.

Avalon's tour with Hefner is expected to take in Milan, the Cannes Film

Festival and London. The account includes media relations, scheduling

and photo opportunities.

It will be led by account manager Shelley Botbol, who reports to Playboy

Enterprises communications head Cindy Rakowitz.

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