'c3'0~0U~I .
                                        1L HfB J
           NOTE TO Ms, S. OSBORNE
                   ~J,,


           Please find attached a draft proposal for expanding our sponsorship activities
           in Asia, I am still awaiting Paul Hastrup comments. As I mentioned its only a
           draft proposal but if you have any comments in the interim I'de be plwsed to
           hear From you,


             Regards
              'ZI~ onp~


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                   ~j SPONSQBSE~IP..ASIA
                  TBIE WAY FORWAIRD
          With the ever increasing antl·tobacco legislation being brought to bear within
          our target territarics there is an urgent need to reassess our sponsorship
          activity in the area, in order to have access to the traditional mediums that are
          now derded to us ,

          In order to do this the following dojectives have been ser:·
              1) To develop a sponsorship activity either edsting or new that we
              can own within the area,
              2) To ensure that the sponsorship activirj undertaken reneFts the
              brand s~tegy.
              3) To create aT,M,D, product that will not only enhance our
              sponsorship activity but reflect also the brand's saategy,
              4) To Ensure that any T,M.D. product can le~dmately stand on its
              c~ as a revenue generator,

          PBSICSPO_NSQRSKIP ACTIVr~F~~
          f~ in the past has sponsored the following mternational evcnts:·
          1)  Table Tennis
              a) WORLD CUP 1982 ·91

          2)  Badminton

              a) WORLD CUP 1986 -91

              b) CHINA OPEN 1991·93

          3)  Snooker

              a) ASIAN OPEN 1989

              b) CHAL~NGE 1990 -91

          4)  Rallying
              a) HONG I(ONG· BEIJRJG 1984 ·87


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          REGIO~:AISeONSORStllPS
          Operating companies have also been involved with sponsoring 555 in the
          fields of golf and fishing,

          1992 SP(INS_ORS~IDT OPPO~BTUIMTI~S
          While it is undcntwd Bat 1992 is a holding year until the C61TCCt marketing
          strattgy for 5jj can be approved, 1992 also coincides with contract renewal
          for a~ three IB~ events. In order therefore to ensure that 555 has a cndible
          presence in the area it is proposed that we extend for one year the Badminton
          World Cup and the Snoolrel Challenge, TheTable fennis World Cup which
          is our longest standing event but appeals mainly to the older Chinese should
          be dropped.

          The advantage of this proposal would enable research to be conducted on
          which event meets the brand's criteria in order to establish the 555
          sponsorship acd\ig for 1993 and beyond.

          The Rally proposal which is being c6nsidcnd at present, if approved, should
          be staged in the spring oi 1993! This would allow the development and
          creation of both d.T.L. and B.T,L. activities in the first half of 1992 which
          would enable the promotion of the rally to commence in Oct 92.

          MED1G_DBORTIMITIES,
          With China bcine a major market the need to access all media is obviously
          important where normal tobacco advertising is restricted. The importance
          therefore aicondnuing 555 sponsorship in Badminton, which has been
          sanctioned by the Chinese government may well allow Sjj the use ofT,V.
          adveaisin~e to promote an event or our involvement with it.
          We do not have this advantage with other sporing activities.

          PRQMO'II_O~BLAMD T,M,D~ QPPORTUNITI~S.
          In the past, the main objective of sponsoring an event was T.~, coverage,
          While the importance of this is in no way diminished, the result was that               q
          there was little if an)r attempt to tie up the sponsorship with the product. With       cr
          the ever incrtain_e restrictions on the amount of brand identification allowed          L~L~
          on T.V. it is necessary to mate alternative ways of increasing brand                    O
          awareness, and to tie in the sponsored activity with the main properties of the
        I brand.


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                    ~CC__


          PI~QMQTIO~!GltQPPORTU~n_llhE~:S,
          1)  Pack redempfion schemes, these could be titd in with the T,M.D,
              ac~virj
          2)  Compcb~tions placed at point of sale e,g, 'Gucss the Player"
              "Spot the Shuttlccoc~" etc,
          3)  Publidty mawiai promoting sponsored ac~vity 1 point of sale,

          T,M~D,~EeOR~UN~I~IZES,
          ro ensure 1 eanlirmed presence via T.V, advertising etc, the need for a
          cndible T,M,D, activity is obvious, Our sponsonbip of badminton opens a
          great many opportunities,


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