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.