Swatch Telecom, a subsidiary of the Swiss watch giant, is investing in a
corporate PR push to prepare forfuture product expansion.
Text 100, which won the account in a two-way pitch against retained
agency GCI, will also run a consumer campaign for Swatch Telecom’s pager
watches the Beep.
The initial 12-month programme, worth over pounds 100,000 in total fees,
will begin next month. Retailers, cellular phone users, businesses and
the general public will be targeted in a widespread campaign to raise
the profile of Swatch Telecom as a distinct company.
The Swatch subsidiary is in talks with the German electronics group
Siemens AG to form a joint venture for expansion into the mobile phone
Text will also run a tightly targeted consumer drive for the Beep, aimed
at 18-24 year-olds which may involve sponsoring a nightclub tour and
GCI will continue its five- year campaign handling UK sponsorship and
international PR for Swatch watches.