NEWS: Revolver strikes it lucky

The British American Tobacco Company (BATCo) is ploughing and estimated pounds 250,000 into a below-the-line drive for its classic American cigarette brand Lucky Strike.

The British American Tobacco Company (BATCo) is ploughing and estimated

pounds 250,000 into a below-the-line drive for its classic American

cigarette brand Lucky Strike.



Youth PR specialist Revolver Communications is devising a PR and

sampling campaign targeting ‘predominately male, style-conscious

American blend smokers’ in London and the South East.



The five-strong firm, which won the estimated pounds 50,000 budget

account in a non-competitive pitch, will work closely with One Four One,

the below-the-line subsidiary of ad agency Bates Dorland.



The agency is planning to take DJs from the London nightclub Ministry of

Sound on a tour of student unions for the first event.



Revolver - which previously handled PR for Camel - will also organise

trade promotions in a bid to get Lucky Strike stocked in more shops and

vending machines.



Both Revolver and One Four One will observe the Tobacco Manufacturers

Association’s promotional guidelines, sticking to magazines with a male

bias and targeting sampling at existing smokers.



Revolver MD Martin Ballantine said that with the threat of a ban on

advertising under a future Labour government, PR will become vital for

cigarette marketers.



‘An increasingly large amount of money is going to be redirected into

below-the-line marketing for tobacco products over the next few years,’

he said.



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