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.
