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