10-u* - n P P/0j-L.&~ uz ~- 1eI,~A 0 (-4 CD (J-J %1.0 CD -il- ,10 (J-J BATCo document for Legal Services : Health Canada 19 October 1999 t ~ 2- T- ) ~y LIT CC) 57*-f(7 BAT ESPA&A, S.A.2 74 V r January lath, 1994 --*~CAA+- ffL Mr. Ian Johnstone JA t tA Z,~ zr~ v- Marketing Department 4 A;,- v-z,% C4 British American Tobacco Co. Ltd. Millbank Knowle Green 0, S, 6, /~, y Ur Staines Middlesex TW18 1DY WT G"s tio WZ.-'t 4,~3, -6- 111~ TLSOR ss Sponsorship is-xt 0 V 2`1 p (rW- it -P ~i I i. Dear Ian, 43~ Enclosed please f ind the following information as per your t request: 0 Brief on the TLSOR Sponsorship 0 TV & Press evaluation both for TLSS & TLSOR 0 Average broadcast rating per GP 0 Clippings' books TLSS & TLSOR Information on TV & Press evaluation, GRP's and average broadcast U i rating for the Paris-Dakar-Paris '94 will follow soon. Don't hesitate to contact me should you require further 3 information. d A Best regards, 7 rUa i ith B (If% r isr TL d1dith I j B3 Cc.: M. Luengo, A. Morris S.J. Ashe BATCo Millbank M. Fenn I.G. Hacking Encl. CI NiAitlA IIE WIUNA. Y;~ - 4' CTRA. DEL CENTRO, KM. ).700 ZI1006 MnRiD MOI 5 LAS PAL-1-4AS DE GRAN C-NAMA TELtft>No 491) 561 64 30 - FAX (91) 561 6+ 1 -, TELFONO (928) Il 50 Il - FAX (ffl) 31 59 ZZ Stmrn&p P~RjicirAjiA Pou Bittti%li.AuFRIcAN To*ACCn Co. LTU. Y TAn~cAtEg,%. S.A. (_n .%0 BATCo document for Legal Services : Health Canada 19 October 1999 TEAM LUCKY STRIKE OFF-ROAD SPONSORSHIP Lucky Strike is the main sponsor being Jordi Arcarons the only rider, except for the Paris -Dakar-Par is 194 where we had a second rider: Oscar Gallardo. Jordi Arcarons is a very well-known Spanish off-road rider, one of the best in the world and "Rider of the Year" for twice in Spain. The sponsorship contract includes the following key points: i) Exclusivity of tobacco for the brand Lucky Strike or any other of our brands, if BAT Espaha decides so. ii) Clear and preferential presence of the brand in rider's competition clothing (arms, legs, back and chest), helmet and bike, as well as in team uniforms and assistance vehicles. The designs will be submitted to BAT Espafia approval. iii) A minimum of 10 day for PR Appearances. Use of images of the team and Jordi Arcarons for promotional and/or advertising purposes, either of national or international coverage. iv) If, for any reason, the team and Jordi Arcarons wouldn't be able to participate in one or more of the races stipulated on the contract, there will be a discount on the total payment agreed. The amount to be discounted will depend on the kind of race: National Championship, International Raids or Paris-Dakar. on the other hand, Jordi Arcarons will receive prizes, as an incentive, according to results (Ist, 2nd and 3rd place). The prize will vary depending on the type of race. V) Jordi Arcarons has undertaken to wear branded clothing and to mention the brand in all his public appearances/ interviews either in audiovisual or print media. vi) If during the term of the contract a sponsorship ban is approved, the contract will be automatically rescinded, CD from the date the law takes effect on. Lri %~o CD %10 (-n BATCo document for Legal Services : Health Canada 19 October 1999 .1993 SEASON Paris-Dakar 193 3rd place 4 National raids 0 7 National Enduro races - One 2nd and two 3rd places International raids: Tunez 4th place Atlas 1st place Baja Arag6n 2nd place Faraones 2nd place Cost: Rider & Team Fee: 12,000,000 R (120,000 USD) Prizes: 3,100,000 R ( 31,000 USD) 0 1994 SEASON Paris-Dakar-Paris 194 - 2nd place Cost: Rider & Team Fee: 20,000,000 R (200,000 USD) Prizes: 4,500,000 9 ( 45,000 USD) The rest of the season will be negotiated next February. 0 (J'i CD (J-J (_n \0 C> .r::¯ %Io 01% BATCo document for Legal Services: Health Canada 19 October 1999 m 0 0 0 0 TV & PRESS CO VERA GE E VA L UA TION CD ¯I r- CD BRAND EXPOSURK- D ®2 _GRP#S 9" 2 -1993* VAR -1212 1993* VAR 1992 1293* VAR TLSS TV 18715801 38114311 103.7 2,541 2,932 15.4 2.9 6.7 131.0 CD PRESSIMAGAZINES 556 1.158 108.3 NA NA 0.6 1.1 83.3 TLOOR TV 13711811 253155" 84.7 2,399 2,810 17.1 1.5 3.3 120.0 M PRESS/MAGAZINES 334 386 15.6 NA NA 0.2 0.2 CL 1 TV 3250161, 635,381, 95.4 4,940 5,742 16.2 4.4 10.0 127.3 CD PRESS/mAGAZINEs 890 1,544 73.5 NA NA 0.8 1.3 62.5 0 JAN-OCT '93 CD BOURCICI Accono CO 16 ~ 0 6 9 0 0 0 CL DFLVIOOiRAIU BAT PRODUCTO: TLSS ASUNTO: RATING MMIO RETItANSMISIOM '93 CAMPEONATO DEL MUNDO MOT<)CICIASMO (IDTAILINDIVIDU(k%) a(.Ttn 1 a I>IRFœTlD DIRECTO RESUMEN RESW*~ DIREœ-FO. TVE-i LA 2 LA 2 C-33 A-3 G.P. AUSTRALIA - 3.9 0.9 -2,50 ce 0.3 - -5(X) oc 0.4 G.P. MALASIA 2.4 CD -250 cc 0.3 0) n -5m cc 0.3 0 :11 G.P. JAPON 3.0 0.9 0) I m -250 cc 0.2 CD -ffl> ce 0.2 CL n 9) il Q.P. )L-REZ - i~6 -250 ce 2.4 C) .500 4.4 0 CD 111 CD . - Co Co …~06GHœ 0 0 CL I 0 0 C DEMOOIRATIRS J. DMECTO MRECW MUNIEN RIUSUMEN DIRECTO 114 TW-1 LA 2 LA 2 C-33 A-3 G.P. AUSTRIA -- 0.5 -250 cc 1.9 Co -500 cc 2.8 CD Q.P. ALEMANIA - 1.5 CD -250 cc 1.7 - -500 cc 2.9 CD G.P. IfOLANDA 1.4 11) -250 w - -2-.0- ?, #0 - 1.0 cc 7? 2 0 CY.P. EUROPA 2.2 -250 cc 1.9 3.0 -54DO cc - C.P. SAN MARINO 0.9 - 0 t, 0 -250 cc 1.6 ri. 0 cc Cr 0 W6~o~ Ca 0 & > i 0 0 CL 4 0 DEIMOO i BAIM (D OMZCTIO Datzoro RRWMIEN RESUMM4 I)MFC'ro -h .3 TVI?I-l LA 2 LA 2 C-33 A,3 0 I I G.P. 40RAN HRM'ARA r 1 1.5 L M :j -250 cc to 2.3 91) -SOO cc 3.2 CD G-P. Clir-COSLOVAQLTIA - -250 cc 1.2 CD -500 cc (j) QP.- rrAIJA 40 CD -250 cc - 1.6 -500 cc - 3.3 - 0 G.P. USA - - 0.1 -250 cc - 1.0 - -500 ac - 0.9 CL - - 11) G.P. )ARAMA 0.5 0 -2-50 cc 2.4 -500 cc 3.2 0 Cr CD iio controlailis Por Soi-- P r-.S. 11 -1 Co to Co )14~ 00906S~U BRITISH-AMERICAN TOBACCO COMPANY LIMITED TO: Alan Morris - BAT Espana CC: Miguel Luengo - BAT Espana Javier Bernad - BAT Espana Judi-th Burguera - BAT Espana Wfficladt, Mick Fenn Sean Ashe FROM: [an Johnstone DATE: 17 December 1993 SUBJECT: TLSS Research Summary for Spain Please find attached the summary of research carried out by MarketResponse in Spain into the TLSS sponsorship and its effectiveness in generating brand awareness and driving the image of Lucky Strike. To support these findings and to enable you to assess the sponsorship in greater detail, I have also enclosed the research reports from MarketResponse. The third wave results are due for presentation in January and a summary of the full year's findings will subsequently be written. We are at present workingAith MarketResponse to develop the research for the 1994/ season and would welcome your views on whether any changes should be made. Kindest Regards, 40 10'~' Ian Johnstone Assistant Brand Manager Lucky Strike Lrsi CD (-e4 (.n %~0 CD Un MMLBANK KNOWLE GREEN STAINES MIDDLESEX TWISIDY BATCo document for Legal Services : Health Canada 19 October 1999 SPAIN Trackine Study : Waves I & 2 Team Lucky Strike Suzuki Sponsorshiv This surnmarises the results of the first two waves of quantitative research carried out in Spain. Ile primary Objectives of the research were to measure the brand awareness of Lucky Strike as a sponsor of Motorcycle GP, and to assess the suitability of this sponsorship for the Lucky Strike image. Me thodology: Each wave consisted of face to face interviewsAith 300 respondents. The sarriple consisted of 50% Lucky Strike smokers and 50% smokers of other international brands, aged between 18 and 30. Wave I (benchmark survey) was carried out in May 1993, and wave 2 in July. Wave 3 results follow in Decernber'93. KEY CONCLUSIONS 1. Lucky Strike has a strategic advantage over Marlboro in its intern2tion:d sponsorship as Motorcycle GP racing is a significantly more popular sport in Spain amongst the YAUS franchise than Formula 1. Marlboro's significant investment in Formula I has ooasiderably less impact in Spain thari Lucky Strike's sponsorship of Motorcycle GP racing. 2. Motorcycle GP racing is a popular sport in Spain amongst YAUS, regularly watched by 41 % of respondents. This indicates that sponsorship of Motorcycle GP racing provides Lucky Strike with frequent guaranteed brand exposure to a large proportion of the target group. 3. The Lucky Strike brand dominates the motorcycle GP racing scene with awareness results higher than even Marlboro and other key, sponsors. In a country where motorcycle racing is so popular, Lucky Strike has created higher awareness amongst young smokers of international brands than any other sponsor. 4. Kevin Schwantx is the best rider for Lucky Strike's sponsorship of motorcycle GP. Awareness for Kevin Schwantz- at 54%, is significantly higher than for any other rider including 3 times World Champion Wayne Rainey. 5. Motorcycle GP racing can support Lucky Strike in achieving its core image attributes. Image tracking data demonstrates that association with Motorcycle GP racing can improve the image of Lucky Strike by making it more Masculine, more Adventurous and more SeLf-Confident. MAIN FINDINGS 1. Awareness of motorbike racina and motorbike events is extremely high at 751/6 and significantly higher than for any other events. Awareness of Motorcycle GP racing has increased significantly from Wave I to 2, possibly as a result of the fact that three of the season's GP took place in Spain. Awareness amongst YAUS is equally high. Promoted Awareness % Events sponsored by cigarette brands Wave I Wave 2 Age 18-24 Motorbike racing/Motorbikes 82% 75% 75% Motorcycle GP 3% 28% 28% Off-Road Driving 28% 26% 24% Formula I GP 20% 22% 22% 2. Motorcycle racing achieves high TV cover2ge in Spain and is regularly watched by 2 significant proportion of our target audience. TV cove;~ of Motorcycle GP racing is regularly watched by 4 B-0 of rtspondents. This figure is even higher amongst YAUS. 'How Often Do You Watch Motorcycle Racing on TVT Regularly 41% L-j Occasionally 33% CZ) Seldom 20% U-j Never 7% (4% never vmtch TV) Ln U1 BATCo document for Legal Services : Health Canada 19 October 1999 3. Lucky Strike is the sponsor with the highest awareness in motorcycle G? racing at 95%. Lucky Strike is the ft - number one sponsor of this popular sport despite the fact that Marlboros investment is significantly higher. Prompted Awareness % Companies sponsorine motorcycle GP LS smokers Others Lucky Strike 94% 95% Madboro 81% 90% Michelin 71% 71% Rothmans 49% 62% 4. Kevin Schwantz is the best known rider with 54% spontaneous awareness. He is already significantly better known than anv other rider, and his '93 Championship win can be expected to further increase awareness of him. This extremely high spontaneous awareness of the leading drivers indicates the depth of interest in the sport in Spain. However, there is an opportunity to build awareness of Alex Barros by creating a local hero. who speaks Spanish and actually lives in Spain. Spontaneous Awareness % GP motorcvcle riders Wave 2 Kevin Schwantz. (Lucky Strike Suzuki) 34% John Kocinski (Cagiva/Lucky Strike Suzuki) 33% Wayne Rainey (Marlboro Yamaha) 29% Alex Barros (Lucky Strike Suzuki) 9% 5. The image generated by Motorcycle GP racing fits closely with several key Lucky Strike target brand image attributes, particularly among Lucky StriZe smokers' Image mapping demonstrates the close fit between target image attributes of Lucky Strike and the image of Motorcycle GP racing. Tbc sport is perceived as being very Masculine. of High Quality, International. Adventurous. associated with Freedom and Self-Confident. The continued association %vith Motorcycle GP can be expected to drive Lucky Strike further towards these key attributes. Tlere is an opportunity through exploitation of TLSS sponsorship to promote Kevin Schwaritzs American nationality and thus to improve the sport's association with American Values. Image Lucky Strike versus Motorcycling M&SCUUM7 -Feminine Younger- Older Modcim- Traditional Ifigh quality - Low quality Ustlal- -Formal ln=national- Local F=- Prestigious- Ordinary Americainvalum- < - No Amesican valum AdvcAwrou- Unadventurous Freedom- Selfconfideat- No Freedom Not seff confident Image appeals 1 Image is onappealing 1 2 4 5 6 TotaIMCimage. I., image IS. otbers 1. image LS; LSsmoi= Url -10 Lrl BATCo document for Legal Services : Health Canada 19 October 1999 6. Image factor analysis demonstrates that motorcycle GP r2cina has the potential to support Lucky Strike in a achieving it's target image. The image of motorcycle GP is closer to Lucky Strikes core strategic image attributes so dw continued association with the sport can be expected towards its target image. Wave 3 data will provide evidence of whether this has occurred through the season. Spain: Image Motorcycle GP versus 'Lucky Strike Old Amencan Values Modem Fun loving r Local ~k * Casual ' Low Quardy I -MOTORCYCLE GP Image doesn% appeal F Traditional Feminine Young * No American values Serious Indicated Actions 1. TLSS will be the major communications vehicle for Lucky Strike for much of 1994. BAT(E) to investigate ideas generated by the TLSS workshops to further drive the positive image of Lucky Strike. 2. BAT(E) to seek to maximise Lucky Strike media exposure through on-bike TV barter deals to cover both Spanish GP of the 1994 season. 3. BAT(E) should seek to maximise the potential of Alex Barros as a local media personality. Although he is clearly not an American Original, Barros has the potential to generate awareness and media coverage of TLSS outside the confines of the sport 4. Brand awareness and image tracking data will continue to be collected in Spain throughout the 1994 season in order to measure the effectiveness of TLSS in supporting Lucky Strike. 9/12/93 LP4 CD L)14 un %,0 CD Un CD J~:b BATCo document for Legal Services : Health Canada 19 October 1999 BRITISH-AMERICAN TOBACCO COMPANY LIMITED TO: David Grime - Chiletabacos CC: lain Elacking / Mark Waterf ield Sean Ashe FROM: Ian Johnstone DATE: 23 December 1993 SUBJECT: TLSS Research Summary for Chile Please find attached the summary of research carried out by MarketResponse in Chile into the TLSS sponsorship and its effectiveness in generating brand awareness and driving the image of Lucky Strike. To support these findings and to enable you to assess the sponsorship in greater detail, I have also enclosed the research reports from MarketResponse. The third wave results are due for presentation in January and a summary of the full year's findings will subsequently be written. I would welcome the opportunity to discuss these findings with you in the near future. Kindest Reizards and Seasons Greetings, Ian Johnstone Assistant Brand Manager Lucky Strike 0 L.4 CD LtIl Un MMLBANK KNOWLE GREEN STAINES MrDDLESEX TWIS IDY \.O C:) Ln CD Un BATCo document for Legal Services : Health Canada 19 October 1999 CHILE Trackins! Study: Waves I & 2 Team Lucky Strike Suzuki Sponsorship This summarises the results of the first two waves of quantitative research carded out in Chile.The.primary objectives of the research were to measure the brand awareness of Lucky Strike as a sponsor of Motorcycle GP. and to assess the suitability of this sponsorship for the Lucky Strike image. 'Methodology: Each wave consisted of face to face interviews with 300 respondents per country (n= 1.800), The sample consisted of 50% Lucky Strike smokers and 50% smokers of other international brands, aged between 18 and 30. Wave I (benchmark survey) was carried out in May 1993. and wave 2 in July. Wave 3 results follow in December'93. KEY CONCLUSIONS 1. Sponsorship of Motorcycle CP racing provides Lucky Strike with regular TV exposure to a large proportion of the target group. TV coverage of Motorcycle GP is regularly or occaisionally watched by 59% of the YAUS. 2. The Lucky Strike brand dominates the motorcycle GP racing scene with awareness results higher than even Marlboro and other key sponsors. Lucky Strike has been more effective than any other sponsor in generating awareness through sponsorship of this event. proportion ofyoung adult smokers. Awareness for Kevin Schwantz. at 431/6, is significantly higher than for any other rider 3. Lucky Strike sponsorship of Kevin Schw-tntz, the most well-known GP rider, is clearly recognised by a large amongst 18-24 year-old smokers. 43% of these respondents are spontaneously awarr- that Lucky Strike is Kevin Schwantz's sponsor. 4. Lucky Strike's sponsorship of motorcycle GP racing is relevant and high profile, among the brand's core target group. Motorbike racing is a popular sport in Chile with awareness higher than any other international sporting event. S. There is a good fit between the image of motorcycle GP r2cing and the brand's target image attributes. Image tracking data from waves I and 2 demonstrate the potential for GP motorcycle racing to drive the brand towards its target image amongst YAUS. MAIN FINDINGS 1. TV coverage of motorcycle GP races is watched by a large proportion of the core target group in Chile. Sponsorship of Motorcycle GP gives Lucky Strike regular guaranteed TV exposure to its target market. 'How Often DO YOU Watch Motorcycle Racinr on TVT Regularly 18% Occasionally 41% Seldom 27% Never 13% (2% never watch TV) 2. Lucky Strike is recognised as a sponsor of Motorcycle GP racing by 2 significantly higher proportion of the core target group than any of its competitors. It is apparant that awareness of the sport is consistently higher amongst Lucky Strike consumers. This suggests that Lucky Strike smokers are more interested in Motorcycle GP mcing than smokers Of other brands are. Promrited Awareness % Conivanies stionsgrins! motorcycle GP LS smoke Qthers Lucky Strike 95% 93% Marlboro 83% 75% Michelin 53% 37% Arai 49% 48% Ln \10 CD Ln <::D O\ BATCo document for Legal Services : Health Canada 19 October 1999 3. Kevin Schwantz is the best known rider with 43% awareness among young adult smokers. Following his'93 Championship win this awareness can be expected to increase significantly. 7liere is all opportunity to gener2te awareness for Alex Barros, promoting him as a young. promising South American prospect. Spontaneous Awareness % GP motorcycle liders 18-24 Kevin Sch-antz: (Lucky Strike Suzuki) 43% Nial McKenzie (Marlboro Yamaha) 33% Michael Doohan (Rothmans Honda) 33% Alex Barros (Lucky Strike Suzuki) 18% 4. Lucky Strike is clearly recognised as the sponsor of Kevin Schwanm This indicates that Lucky Strike will have gained significantly from Kevin Schwanves successful season. This will be verified with the results from Wave 3. Soontaneous Awareness % Kevin Schwantz's Stionsor Lucky Strike 43% Marlboro 5% Arai 2% 5. Awareness of Motorbike racing is higher in Chile than that of Formula I racing amongst the target group. Axvarencss of Motocross. which is sponsored locally in Chile by Lucky Strike. is higher d= for any other evenL and is particularly high amongst Lucky Strike consumers. Events sponsored by cigarette brands Promi3ted Awareness % Lucky Strike Wave 2 smokers Motocross 40% 47% Motorcycle racing 32% 35% Music concerts 35% 33% Formula I GP 18% 16% 6. The image generated by Motorcycle GP racing fits closely with several key Lucky Strike target brand image attributes. Motorcycle GP can support Lucky Strike in strengthening its image among young adult smokers. Image mapping demonstrates the close fit between die perceived image of Lucky Strike and that of Motorcycle GP racing. I'llere is an excellent fit between the core attributes Masculine. High Quality and Appealing Image. However, Motorcycle GP racing has a considerably stronger image than Lucky Strike in the core attributes Young, Modem, Adventurous. Associated with Freedom and Self-Confident. The continued exploitation of Lucky Strike's ssociation with Motorcycle GP should be used to drive Lucky Strike further towards these key attributes. Image Motorcycle GP versus Lucky Strike Masculine- Feminine Younger- - Older Modem- -Traditional Futhquality- - Low quality Casual - - For" International- - 1=9 Fun - -serious Previlglomi- Ordinary Amerkan values- ~to Amerkan Advenmrow- Uudvcmwvz Freedom- No Reedom Selfconfldent-: Notselfconfldene Imageappesu- I j Image Lsmappering 2 3 4 i i 7 ToUIMCbmage 0: butt LS; Wier: I:lmaget.Soows 0* image LS~ LS smokem 1:1maget.S.I.Stmakers U4 U11 \0 (Z) BATCo document for Legal Services : Health Canada 19 October 1999 7. Initial research evidence indicates that the Lucky Strike sponsorship is driving the brand towards its target image- ~;a- ; linage factor analysis demonstrates that die image of Lucky Strike has moved from v I and 2 towards the image of Motorcycle GP racing and hence to-.%;ards the brand's key strategic image attributes. This trend needs to be verified with the results from Wave 3. Chile: Image Motorcycle GP versus Lucky Sbike .0W Americmn V21uss Mdom zg Fun hwing L0=1 ............. . . MtU Low ChmIRY ...... rLS"VVAVt I . .......... -& . aw"l 'Traditionsil -F MOTORCYCLE Feminine YoXV 'No Amokan vakies I Senatm I Indicated Actions 1. Chiletabacos to maximise the opportunities in 1993 of two South American GP and to exploit the increased awareness of the sport that these will generate. 2. Maintain high level of awareness of this sponsorship in Chile through the use of TLSS TVC material during the close season. 3. Chiletaba should implement the ideas generated during the Sponsorship Breakthrough Workshop. 4. Investigate with local broadcasters ways in which we can jointly build the popularit~. and interest of Motorcycle OP racing to cover an even wider mr2CE audience. -LOW&I I J:Jone 23112193 L4 CD CD (il CD Co BATCo document for Legal Services : Health Canada 19 October 1999 V,~ BRITISH-AMERICAN TOBACCO COMPANY LIMITED 29 March 1994 FACSIMILE: Mr J T Winebrenner Brown & Williamson Tobacco Corporation P.O. Box 35090 r Louisviille Kentucky 40232 U.S.A. e- ~ "I I , -1 ~ DearJohn TLSS BATCo's Extiloitation Plans ror 1994 B&W has a major investment in TLSS. I attach an evaluation o The plans could be more far-reaching but I think we are achieving the increase in professionalism required by the BATCD Board and helping the brand's awareness. Buildinz General Interest To increase yours and our return. what is DORNA actually doing for the sport this season to build awareness amongst the wider audience? BATCo has provided a lot of ideas to B&W and to DORNA but notfTing seems to be happening. 1z An Effective Snonsorship Associntion I gather only PNfl and B&W attended the first meeting this season in Australia so there was no meeting. Is it B&W's intention to have an effective pressure point on DORNA? We suggest that this would not happen in Formula One where FOCA is powerful even if Ecclestone organises the spori. Communication/Implementation of new ideas You have been one recipient of BATCo's fru * stration recently. I suggest B&W and BATCo need to sit down and talk zt all the i I sues. big and small, as soon as possible. j just just A start was made in Australia. e ;Ust maximise and leverage the Group's efforts vs MARLBORO this season. Track Signas! B&W has signed a deal. I would appreciate knowing the details of the contract. Is it possible actually to read the contract please7 Best wishes, jo-~. 1 G HACKING Attch. cc: 1 Mr M DiCio, Mr N W Kremer, Mr R Reinders. Mr S J Ashe ;cc f our OpCos' plans# c::> MILLBANK KNOWIT GREEN STALNES MIDDLEsEx TW18 IDY FAX 0784 455 000 TELEX 27384/5 DATTOs G (-1P1J TELTPH01-*e 07 , 84 460 400 Url AME.1451.ROFTHEBATINDUSTRIEsGitoup 1%"C0RP0RAT1DtNL0NDo.%No7497,4 110 BATCo document for Legal Services : Health Canada 19 October 1999 BRITISH-AMERICAN TOBACCO COMPANY LIMITED FACSIMILE To: BERT KREMER From: IAN JOHNSTONE Company: Brown & Williamson Phone 0784448068 Number: Fax No: Fax No: 0784448394 Date: 14/03/94 Pages To F( Re: TLSS Exploitation - Activities with Suzuki Dear Bert. There follows a summary of the activites Currently planned for the'94 season to exploit TLSS through co-operation with Suzuki. You will notice that anything that is planned is very much on a local level. It seerns thit there is little drive within Suzuki to exploit their championship victory. The markets have yet to receive information on the replica bike programme. Do you have any update on this issue? Kind Regards. Ian Johnstone cc. lain Hacking/ Patrick O!Keeffe Sean Ashe Mark Waterfield Mick Fenn fs , 5 X_~- (-:: I Z - V ).A~ L2_7~rln d~b &-- ff ~, (,,I cat-,fs C - I C,4-~ - ~ ~Itd, jrZ4 7~ de C -- fi -L4 C) NES 7. - Z~, IMILLBANK KNOWU L STAI M~DLESZX T%V18 I DY a- A MV.%11TV.H.1FT11V. BAT IN1111STRIF-S GROUP LN TV LN LoNrim.-, No. 7497.4 cz~ CZ) BATCo document for Legal Services : Health Canada 19 October 1999 Joint Activites with SUZUki Spain Suzuki will supply bikes at cost for promotion prizes. TLSS merchandise will be sold through Suzuki dealers Chile TLSS merchandise will be sold throu,-,h Suzuki dealers Singapore None. Suzuki is not cooperative Malaysia Co-sponsor aTiding ti ,, ips'column in Sunday papers Work with Suzuki to develop TLSS consumer promotion TLSS merchandise will be sold throuch Suzuki dealers Indonesia Joint POS promotion with top Suzuki dealers Joint motor-fair activities Netherlands Joint promotion on TV during all GPs Working on a proposal for agiant LS/Suzuki inflatable Joint motor-fair activities Switzerland Replica bikes if possible Distribution of TLSS calendars thrOUt-,h dealers China Joint sponsor ship of other races in China I TLSS merchandise will be sold throuuh Suzuki dealers Belgium BTL promotion through dealers Venezuela None. Indo-China None. There is no Suzuki presence in Indo-China Hungary To be confirmed. Activities are being, explored Finland Motorbike fairs TLSS poster distributed throwah Suzuki dealers Honduras None Nicaragua None. SUZUki i's not interested in TLSS Guatelmala None Hong Kong None Cypru None Argentina has yet to reply 16 L4 CD "0 CD (_n BATCo document for Legal Services : Health Canada 19 October 1999 B.A.T NEDERLAND B.V. British American Tob. Co. Ltd. Artn.: Mr. 1. Johnstone Millbank Knowle Green CT STAINES TW18 1DY England Amsterdam, 15 February 1994 Ref. Nr.: 831 Dear Ian, Herewith you will find the feedback on the Paris Dinner. -Spain No maximum exploitation of this event. The journalists were a I ittle bit disappointed. FA/Y1 Kevin Schwantz showed himself as unapproachable. Lost a big opportunity to show the new bike with Kevin and Alex dressed up with the new overalls. Loosing opportunity of pressanicles and publicity. Hungar Journalists were very impressed and enthusiastic. Coverage: Motorrevu AuEomotor Mai Nap Kdpes Eur6pa Reform TV Videotape sent to MTV &isse All journalists were very happy with this evening. Coverage: Blick MOTO MOTO Cyclisme Motorsport akruell 2x Holland All guests and journalists were very happy. Coverage: Telegraaf Moto '73 Motor Result: - Easy deal 1994 with RTL (TV) and Suzuki Holland. - Better relation with Penthouse. Belgium No response (after 3 faxes. and 2 telephonecalls). Kind re-,gN S, "') 1% , " CD DECCAWEG:t :.z: AD AMSTERDAm F.-%X TELEX 1114' , %10 RA'Vinders TEL. 3 z- 7: Enclosures. A.MESIEEF. OF THE 3R1T15H*-AMER1C.A,.,,-. :--.kCCOC0\1P-%.1~Y GROUP 2HANDELSREGIS TER A %I STERD.-NN' . NR. lbZ'4~ BATCo document for Legal Services: Health Canada 19 October. 1999 A, - i 44 TBRITISH-A) I ERI CAN TOBACCO COIN 1PANYLEN-11TED Y- 6-,J i ~- TO: .1 Renibiszewski CC: I G Hacking FROM: Seall As4e Cc I DATE: oclob-6- 19,73 SUBJECT: TLSS 1993 Lessons Learned Attached for vour aareement are tN-..o key research Summaries written by Ian Johnstone that measure (1) the consumer take-out froin the TLSS sponsorship and (2) The'free' advert isi ng/media value generated b.\- RAT', inves-inient In the TLSS programme. Overall, the results are ver~- encotirauinL, and deninnqrate that the brand's as~zociation with rnotorcvclim-, GP racinL is not onl%- relevant and high profile arnong the target group but al 10 Out performs the competition on cenain ke.. criteria. Kev Lessons Learned 1993 Below is a summary of the major lessons we have learned during tile '93 season. 1. Recent research Ims proven duit the TLSS vrogramille is stratezic.111%. rig Lit since it h-v; an excellent ininge f-it with key im-get brand attriblites. For the first time the GI-01.111 call confirm. based oil hard quantitative data. that the significant investment in zhe TLSS sponsorship (i I I. I 111m) is on strateuv (see SLImmaries attached). 2. The 'free' rnedia coverage generared I)-,- the event wore Than P.,lys out the investment costs oil a Ollbril b;iq.-;is. Detailed tracking of TV and pre&s eNPOStIrt icross 10 markets representing 80% of Lucky Strike's volum~ result in a medla \--.title t*or Luckies oi'113.6 mns and 132.7 mns when extrapolated oil a global basis, to 3. Luckies donlitinte file svort in brand nwnreiiess terins and Kevin Schwintz is the most pootilar rider nccordine to YAUS. (see attached). 4. LSF track signaze investment has increawd +66'Yg) verstis tile 1992 senson. This is proven to be the most effective sin--,ic source of brand awareness in the sponsorship programme. 5. The most powerful combination in awareness bitililhuz tel-1115 is a dominant trark signage nresmicv. narnim! rights :md t winning tearn. The Dutch GP demonstrated this with 'Luckles' TV exposurt heinu 5 timesureater than CZ) ~Pl V. Marlboro. L,4 (n %1-0 C) Ln MILLBAN'K KNOWLEGRFEN STAINES MIDDLESEX TINT41DY BATCo document for Legal Services : Health Canada 19 October 1999 6. Design and )Ncement of tracksignage at GI? can he significantly imoroved in 1994. Ideas Such as com erting, tile tion-nat to 5x4m as, opposed to I Ox2 m would significantly improve impact and allow the logo to be presented as it is on pack. Clustering of signage at key cannera locations can also communicate more strongly. 7. Onnortunities exist to improve the readability and impact of the signize. hike and leathers. \Vhile die Current total branding outperforms Marlboro and Rothmans (see attached) there ire clear opportunities to furilier enhance these designs. For example, Broadcast Innovations have recommended tile use Of fluorescent colours to enhance the redness of the.louo as communicated on TV, and a black keyline around tile Luck\, Strike lettering to improve stand-out. 8. BAT's expertise in exiftiting media relations. particularly tile press is signifirnntly inrerior to that of Philin Morris- Despite a team performance significantly better than Marlboro's, TLSS achieved 74% less photographic exposure. There is a need to improve dramatically the BATCo/B8-rW PR skills in this area (see indicated actions). 9. The appeal of nintorcvclill~ nee(Is t( be. huill so Him it gnins an ever wider andience and approaches the news-worthiness of Forni(ila One. Currently the appeal of GP racing is limited to very specialist ni~dia except in those Countries (eu Spain, Japan) Miere the sport is well esablished. Tile key players in the sport need to explore how 10 build popularity in low interest markets. in non-sports media and to non-bike riders. 10. The (7tinlity of the TLSS hospitnlitv should be inmroved to reflect Luck", Strike's kev role in the sport -in(] World chnninionshin statils. The sharing of a mocorhome with H`B is cost-efficienr bUt communicates redUced stature versus INlarlboro and Rothmins. In addition the riders contracts ShOUld be neQotlared in SUch a way that niore tirne is allocated to hospitality of VTP's at GP races. as in Formula One- Merchnn(lising and tenin-wear quality can be hit-ther improved . AlthOLI-gh the current ran-ge includes rnan.y -good quality lif-gh ticket items (e=- leather jackets).. there is a multiplicity of branding and a variety OfC010Ur codinE, which needs to be made more uniform. Lower ticket items (eg Polo shirts) still need to be top qUalit)' and to reflect the overall quality ii-nage we demand from the brand. 12. QPCos need tohiidt~et a TLSS reserve of ftinds to be used in the event ofa chanipinnship wiii at the end of sensori. The opportunity to exploit an end of season championship xvin thi-00,01 T\1". print and outdoor media should not be diluted through lack offfinding 11 13. Stronger centralised negotiation with Siizuki (and other co-snonsors) resultin2 iti contractual cominitnients is necessai-v to ensure maxinium exploititimi of TLSS. Currently there are no contractual obliuations for (A Suzuki to invest in victory advertising. replica bike prograrnines or BTL distributor activities. Ln \-0 S .1 Ashe CD Lrl BATCo document for Legal Services : Health Canada 19 October 1999 Lessons Learnt 1992 - Team Lucky Strike Suzuki Our lack of ability to make budget decisions at an early stage resulted in lost signage opportunities - competitors cormnitment and vision secured available 1993/94 signage at an early stage. Strategic decisions regarding choice of riders must be made centrally with the best interests of the total programme taken into account. Leading contributing companies must not be allowed to influence this decision with their own parochial requirements. 0 40 There must be a clear job description for any BATCO Manager / co- ordinator responsible for BAT involvement. The full elements of the job function must be relayed to OPCO's. A 'i- I'- Whilst B&W provide core exploitation concepts BATCO must develop strategic and tactical exploitation programmes which can be utilised on a pan region basis - e.g. Europe. A closer working relationship should be developed with other brand user divisions - Souza Cruz / BAT CF. This must be brand owner led but actively supported to co-ordinate pan-region exploitation - Souza Cruz / L. America OPCO's - BAT CF I European OPCO's. We must have clear qualitative research analysis as to what exactly is the sponsorship programmes contribution to L.S.F. awareness and image. A clear, defined, method of central funding must be agreed A.S.A.P. It was (_i4 CD the intention to get this into place prior to 1993 Co. plan. This has not (A U1 happened. -10 CD BATCo docurnent for Legal Services : Health Canada 19 October 1999 1994 LUCKY STRIKE SIGNAGE A,-O Prioritv 1 Malaysia 4110 Japan 4/24 Spam (Jerez) 5108 Holland 6/25 Czechoslovakia 8121 USA 9/11 Brazil 9/25 Argentina 10/02 Priority 2 (in order of choice) 3. Australia 3/27 2. Austria (if allowed) or Hungary 5/22 1. Spain (Barcelona) 1011/116 Notes: 1. A standard signage package (10 signs;, 1 bridge) is included for each of 8 venues. 2. Where it is possible to place 4m x 5m boards in good TV positions, these will be used instead of 2m x 10m boards. 4m x 5m DesiLrn will be the roundel with LS inside in white with black keyline (i.e., like on bikes). 3. Budget available: BATCo USS1,000,000 (E670) B&W US$ 500,000 Souza Cruz US$ 250~000 Total US$1,750,000 (S219,000/track) 40 M 1'~J fA*.# 4~ Objective is to get 8 tracks (including production costs) for the above amount, leveraging two year deal (Souza Cruz two year commitment to be confirmed. BATCo/B&W confirmed). Fallback position would be seven tracks. i.e. eliminate Argentina. (-.4 NWK/sam CD 11/17/93 L'Il (-n --Io CD BATCo document for Legal Services : Health Canada 19 October 1999 ez -.œa m. ez -M TeO *3Ebd __ _ Mr. %ort Xremer Mr. 'jaan Paul Libert BROW & WILLIAMSON July 3rd., 199.3 Dear sort Dear Jean Paul, I would IiJC* to offer the following financial p&ckage for the 1994 FIX World Motorcycle Championship for your consideration. These prices are the same as in 1993, but with a US Index-linked inflation factor to be added: I - 2 Grand Prix $US 300.000 per Grand Prix + inflation factor 3 - 4 Grand Prix $US 275,000 per Grand Prix + inflation factor 5 or zore Grand Prix $US 250,000 per Grand Prix + inflati tor These prices are for a standard 0 boar and 1 bridge tor r LIO boalr~ ax k in package. . If you wish to discuss increased peckages in soma Grand Prix, in particular Naming Rights, we are open t Investigate competitive prices by mutual agreentent. We look forward to hearing from yrou Best regards, 0 0 Carmelo Rzpaleta Managing Director CD j led W, El, - 80 eq6i -3; -'r c::> Ln BATCo document for Legal Services : Health Ca,nada 19 October 1999 JU- 1'~ I C~z 15. *_~ FROM B.,W INTNL BRAND MG TO BAT-MILLBANi, PAGE. 2-01,'Q~4 I J. Rk 0 L 1914 1~4 3 5.4 ?7~ DATE: JULY 1_, 1994 T0- lAIN HACKING (BATCo) "~A CKJ.P%berr (SDQ Cc- J. T. Winebrenner I J. Rembiszewski (BATCRl 1. Johnstone (BATCo) R. J. Miller ~, R_ Bowen (Grey - London) 0 M. M. DiCio ':tst~ FROM: BERT KRF'iER SUBJECT: IMPROVING THE SUZUKI BIKE 'S PERFORAfANr-E I have JUST returned from holiday and seen your July 5th fax on the above captioned subject. Before getting into the technicalities of biks, development, I think it is important to remind of the primar~ objectivr ~f the TLSS program - to build brand awareness and -.he brand image throu~,- .,~rldwide TV and press exposure. ..~nouqh repeating our World Championship title is certainly our ultimate goal, our primary objeczi~. - can and is being met this year with increased signage, new TV and print campaign, greatly enhanced press service and a very competitive team performance (1 first, 4 seconds, I third; six podium finishes out of eight races). Afthough the TLSS team is not currently leading the championship, we are still the reigning World Champions, are standing second and third and are dominating the cigarette class, and most importantly Ma1boro. This level of performance is not in contrast to -The Mark of a Winner* claim. r.orn a bike performance standpoint, Suzuki obviously entered this season with some bike performance problems, which were at least partially the result of Kevin's inability to participate in the latter pre-season testing sessions. These problems were sorted out by Suzuki prior to the Japan GP as is evidenced by out win there. Since then, and as is normal in the spon, constant development on the bikes has continued. Garry Taylor's attached memo exemplifies the on-going development that has been occurring. Kevin's further injury in Assen has of course further hampered on-track performance, but I must say that given his injuries, his performance has been somewhat outstanding. IV& %I 'I , 9", 1 fr \0 'CD cor BATCo document for Legal Services: Health Canada 19 October 1999 J*_I_ 1- 154 FPOM B/W INTNL BRAND MG TO BAT-MILLBR4, FAGE. OL2 100-1 Fax to Mr. Hacking July 12, 1994 Page 2 You say that Honda is dominating this year. In fact only one of the three factory Honda's is out-performing the Suzuki's. Kevin and Alex are ahead of the other two Hondas (Criville and Itoh) in the championship standings. lain, I am convinced that Suzuki, Kevin and Alex remain totally committed to providing the best on-track performance and that their commitment is providing us with good value against our objectives. Regards, Bert Kremer /Sam Attachment U_4 CD (J'i C) Un BATCo document for Legal Services: Health Canada 19 October 1999 JLL i2 IS-4 15:1-1 ;~POM 9-1i INTNL BRAND MG TO BPT-MILLBAW 003/00-1 suz".! P::s .31 IN#%~ WIZIUM # 1993 WORLD CHAMPIONS TO: - Bert Kremer Fros:- Garry Taylor Data:- Sth July, 1994 Regarding our recent telephone conversation. Firstly, I think it is good we can talk frankly and openly about the Team situation, we welcome any input from yourselves or SAT. To summarize the situation so far this season, obviously we were slightly disadvantaged at the beginning of the season because of Kevin's mountain bike injury. Had Kevin been able to conplete the test programe I know that some of the handling problems we experienced early on would have been rectified before ti3e start of the season. In the absence of a test team we, of course, totally depend upon Kevin's knowledge, expertise and experience. Unfortunately, Alex Uarros does not really contribute much to macbine development at this stage, he is far sensitive a rider than Kevin. The machine itself has evolved greatly in any case since the early races. Not only have we raced it with a new chassis, but we have a relatively revolutionary new front fork system, and we have raced with a very secret new rear suspension link, which certainly has given us improvements on some circuits. In the engine development we have a new cylinder and crank configuration. However, we have to point out this is not an unusual situation. Suzuki's racing development is continuous and it is quite normal for us to end a season with a motorcycle that was not significantly similar to the one we started the season. SL=K-il I MOM I I MICHEUIM W3& " On SUZUIG GRAND PFWX TEAM - raimmpt WaY-E5Qe&k0Q6.Ke1d TN8$EW.&10&&W.-re1J0732)8 I F ( Z)M840. Qr-4 Ln ,r,L a '94 08* 37, 000003021212000M (Z:> CD BATCo document for Legal Services : Health Canada 19 October 1999 JUL 12 'S-z 1-5: 17 FPQM B/W 1NTNL BRANZ MG TO BAT-MILLEAW PAC-E. 0Q).4/00-, .:: ~ .4 1 ~; X su,-A: P.:5 G.- Page 2 - The major hick-up at the moment is Kevin's further injury after his crash at ASSen. I can say that both myself, and I know Kevin, are confident we would have been racing for a win had be been 1001 at either of the last two races. Realistically Kevin is not going to be 100% fit in time for France, but he has shown us on many occasions that even 80-90% he is capable of very impressive results. We currently lay 2nd and 3rd in the championship which I am sure you will agree is not exactly a shabby performance. We should never under estimate the quality of the opposition! A major factor that keeps the fans and spectators is the highly competitive nature of the sport. Inevitably this means coqmtitors will come in cycles. It does looX as though the Marlboro Team are finally finding a solution to some of their problems. Whilst on the one hand we would prefer to see them straggle for a little longer, I think we can take some solace from the fact that we sorted out our problems from the first race far more quiCXly than Team Roberts have done. A- -,.ids retaining the overall championship, obviously rhe t;ituation does not look very hopeful at the nKxoent- awever, we must remember that we went into Donington )~s't year with a large point lead, and it -as taken away from us. it is entirely possible that voohan, who has already crashed twice this year in practice could take a tumble and not finisb a race, and we will be ready and able U. :~..ize that opportunity if presented to us- I hor- you realize it goes without saying that Suzuki's coamb. zov-nt to remaining competitive and making every attempt to achieve the maximum publicity and race wins, remains as strong as ever. Regards, Carry CD (-r4 Ai- a 194 es. M (ST CD -'- 7-:7AL ¯ (_n BATCo document for Legal Services : Health Canada 19 October 1999 r 9mb 4n~ ~- ~J- M B RITISH- AMERICAN TOBACCO COMPANY LIM TED 5 July 1994 FACSTMTLE Mr N W Kremer Brown & Williamson Tobacco Corporation P.O. Box 35090 Louisville Kentucky 40232 U.S.A Dear Bert Improving the Suzuki Bike's Performance BATCo would like to know what Suzuki's plan is to make our 500cc bike more competitive with the Honda which is dominant this season? The advertising claim on the new TLSS ad materials says "the Mark of a Winner". Could we have B&W's position on this urgently please" We would like to hear from the Suzuki manaaement what is being implemented. Best wishes ENG cc: Messrs Rembiszexsk,, 1-0 Winebrenner Mller Reinders Libert Bowen Johnstone M4 U-1 ILLBANK KNOWLE GREEN STAINES MIDDLESEx TW18 I DY FAX 0784 455 000 TE1.EX 27384/5 BATTOB G TELEPHONE 0784 460 400 %10 C:) A MEMBER OF THE BAT NVUSTRIEs GRoup INCORPORA-,EDINLO.%'DO.,;.NO7497A U-1 rQ r%j BATCo document for Legal Services : Health Canada 19 October 1999 i.R. 3 o JUN 1994 Company Notice Subject: Italian GP ?review Category: Sports Promotions Notice: The Italian Grand Prix at Mugello, to be held this Sunday, 2nd July, marks the eighth race in the 14-round 1994 world championship season. The double challenge facing Team Lucky Stdke Suzukirider Kevin Schwantz is first to break the spell of Michael Doohan's Honda after four successive wins and second to overcome his own wrist injury, sustained in a practice crash at Assen, for which he is undergoing treatment before practice is due to begin for Italy. Although Doohan has extended his lead on Schwantz by 42 points, seven more races mean there are still 175 available, and the battle is far from over. Said Schwantz, "It's an old racing expression saying that anything can happen in racing, but our team surely knows the truth of that Author: Jody Humble Date: 29/06/94 Take Down Date: 29/07/94 A A -P / ,I Y-1 ;> V V \~7 CD (.,4 V L" N\~- %10 C:) Ln r\-) U-4 BATCo document for Legal Services : Health Canada 19 October 1999 \,~AT,' BRITISH-AMERICAN TOBACCO COMPANYLIMITED TO: Mick Fenn Mark Waterfield Russell Cameron David Aitken CC: Brian Clark - Grey FROM: Iiin Racking DATE: 22 July 1994 SUBSECT: TLSS TV Campaign - Ulrich Herter's View When visiting Argentina with Martin Broughton and Keith Dunt, Ulr~ich expressed concerns about the quality and suitability of the new TLSS commercials- Indeed, he has requested that the films should not be used at all in Argentina. He feels that the Race Day'commercial is too similar to Marlboro's 'Follow Us'commercial with Ayrion Senna and that it has a moumfW feel which is at odds with 'fun-loving' (or'witty) in the copy strategy. The Barros film is not understandable to Ulrich and 'Race Day' is not good enough. I have not received any comment about B&W's prinE/outdoor campaign which supports the TLSS films. A.lthough this does not mean that these films should be withdrawn from other markets. I felt it prudent to inform you of Ulrich's position. We are investigating which markets have carried out qualitiative work prior to airing the films. We requested this when the films were sent out. 1~ I.G. HACKING (.1-4 CD \IILLR-%NK K\O~% LE GREEN STAINES NIIDI)LESEN TWIS IDY (.1-J (_n CD (_n r'l) BATCo document for Legal Services : Health Canada 19 October 1999 %,~T BRITISH -AM ERI CAN TOBACCO COMPANY LIMITED 4 July 1994 F.kCSr.Nf1LE W R J Miler Brown & Williamson Tobacco Corporation P.O. Box 35090 Louisville Kentuck, v40232 U.S.A Dear Bob TLSS Winning the Championship With 6 races to geo this season Doohan is on 186 points but LUCKY STRIKE has in Kevin second place on 135 points and Alex has 90 points. This season B&W claimed the TLSS as World Champions of 1993 when in fact Kevin was World Champion and Suzuki was not the leading team. B&W and Suzuki were apparently quite comfortable with this. The 1994 Championship Advertisinz Materials You said in London that B&W is preparing through Rod Bowen and Grey London Championship-winrung ad materials. September 9 is the cut off point to decide to run them or not. Even if Schwantz does not win the riders' championship, we could have a grenuine World Championship team %rin. BATCo hopes you and Grey will be also preparing such materials as they could give LUCKY STRIKE extra mileage - Doohan (>nlv has Honda and no sponsor to compete for reggarding spaceitime. We want extra inileage for the Group's investment. Do you want Millbank to ask the relevant Op.Cos to prepare media needs and schedules? What is the Brand Owner's position? Best wishes OL &,l - I G HACKING cc: Nir J Rembiszewski/Mr N W Kremer/Mr R Reinders/Mr M Waterfiel-d! Nir R S Cameron/Mr D J Ajtken/~& N1 P Fenn/Nir R Bowen, Grey C^j MILLBANK KNowLE Gitex-, STAINES MIDDLESEX TWIS IDY FAX 0784 455 000 TELEX 2738415 BATTOB G TELEPHONE 07,84 460 400 Lhi AME34DEROFT)fEBATI.,-vusTRiisGRour 1.WC0RP0RATE1)1%'LomooNNo74974 CD BATCo document for Legal Services: Health Canada 19 October 1999 17/03/94 15:31 B.A.T. DIRECTIE 002 j2Mj&rMja One Gnnd Prix Mtdift 108MUMA Toftl TV itudience amounted to 32,701,904,000. Avwage 7V audiea" wat 419,227.750 Per ract. 7be WW TV wdlence 1hr 1993 race,. increased 10,9% oyer 1992 TV audiences- Race tatal viewership* - 7.027 billion. Avwqe Viewers per raze - 439 million. Nuaftr ulf raLv broadcam countries 102. - 'rotal minutes, of bruWt;Ast - $21,390. An estiMated 29500journWibts suid photograph= froln h6th SPOM Ind 0-00"21 'nleregt PreSS Mod'& Sre &=edited ewh year to cover Gfind Prix Racm. (Does M Include DO" 00vcmg$) Kind regardJ%. Ron Reinders, L4 CD L~j Un ~10 CD Ln BATCo document for Legal Services : Health Canada 19 October 1999 15/03/94 10:38 B.A.T. DIRECTIE 003- 5W 568 83251 MAR 14 '94 10'-= rr,%)m B,-w iNTNL vpj*z mr- TO 73AT-~C*m PPSE.001/m BROWN 9. WILUANSON TOBACCO [;QRF. FAX COPMESPONDENCE I ;L I I C 7L TO _RON RPTNDBRS OXT NxDERLXUD CC-. HIXE DZCIo FRM4; ZEItT KR=ZR -t ~~P-UrL~7 DATE: M&RCH 14, 1994 SUBJECT: DORKA C~ENTRAL NZOOTIATIONS This Js to respond to your phone request to Mike Die:io concerning 'the status of central nogotiationx for 1994 track ric t9p for your upcovaing vl*e'tinq With 15ORHA- f. 7RACK SIGNAGE - No deal tinallZed at this point. Proposal at thle poini- is for a standard signage pacKage att seven =acxw (Malaysia, Japan, Jerez, Czecho, V,&k, Argentina, Betroolonn), ThIs is a two year proposal at a cost of USS 1,850,000 for 1994 and US$ 2,070,000 in 1995. ThAse pricex include rights fees and Production costs. 1/. 07,W9P TPACK MONTS - You are negotiating saluis lx>oLhts f or tixe zuropean events for GPP with Lee Van Dam. 40 - Malaysia and Japan sales booths for RTC cigarezr-e salez refused by DORNA since Marlboro has exclusivity ar. part Of K/R packaqe. 2= workin4.x with Pfa to try and elizLinato exc0itijaivitLy. This means we will have to give up exclusi71-9-Y &t Assam. I hav'* no--var ram--eivad a ioonfira&tlon Cram you on this. - Four sal*& bootliz rc>z cigavet-t-* aftleh= at- exmahe CP wssZ.Lz=cmX a4, jjr;L-,;;4w of U3!~ 3,000 4bach. - TWO sales booths ar. U5A GF for GPF a=0 tstill undex negotiations. L.14 CD Un 13ATCo document for Legal Services : Health Canada 19 October 1999 j5/&1.I~4 10: 3B B.A.T. DIRECTIE . 004 MRR 14 194 IO-M FRCM B/U IN-ŒI~L BRAND MG TC BAT-NEDERLAND FAM. 002/002 -2- - Jean-Paul is negor-iating h‡>epitality tor about 40 gu,ests at Nalaysia. Thes‚ quests are in acldit!Qn t‡? t~h,a guests X= will handle in their hospitality. lit, TV PJOHTS 1 hava bot incl%adocI thc TV vightm under negozia-tion au 1 d'CD not +--hink thice im rel*eg%,clLglf- t-U your. M~-tIncj. I Regards, Sort Kremer L-J CD (.J,4 Ln CD CD BATCo document for Legal Services : Health Canada 19 October 1999 BAT'; ESPARA, S.A. Talt. ng: 34 1 56. 64 30 Fax ns.34 1 561 64 17 TELL, IPAX MESSAGE Date May 24thA 1994 No. Of Pal goo 4 (~ncludihg this one) q To lain G. ]tacking Co. BA : TCo From M. Luengo cc. J.: A--anaZ x no.: 07.44.784.448.39A RQ~f . I Do.ANA DQar lain, Please f ind a ttached a press .,article (EI Pais) : regarding DORNA/BANESTO. Theointormation ZppVars in tfie first::page, with high relevance and side by side 4i:LtII%. the notibe of Mariano Rubio (Lx-Sanco de Espafia, Governor) that--~a--q bAen biamQd of'f raudc and corruption. L.4 The main rp. d a followt;: this - Banesto)Zi Dorna~ 9 tiftS,,AC~-P,-filak value at , '! '. i that mo MM ~#4 E 5 T4M Banesto e uot& 93 ~6r%fs wil;~ ~Drpai'for a valink of E rin tne other fl R.T Golding, announcing his resi(jrz~iitlzn-f-rom- A you will sf-to ~his saame to be anothe~r ch4pter or the corriiphion environment in which <2Ur Cuusitry is currently inmArsod. Bcot regards, A, L~en L/ .qr p K BAT for Iner ~V :A 9 hi d -krz,~-tAin 91 Un 1 1110 Too LTt79199 bS UWdS3 J.LE z9.9-. VG/C-O/ZZ CD Nj BATCo document for Legal Services : Health Canada 19 October 1999 DIARIO INDEPENDIENTE DE LA MAIQANA VIERNES 20 DE MAYO DE 1994 -'#%Iitr4C>“A y Tallerosi Miguel Yuste. 4Ol2M7 Madrid 1 Et (91) 337 82 00 1 Pr@CJO: 100 pe3etas 1 AAo XIX. N—nierc 6.22.1 Contenido de la demanda contra Mario Conde Banesto pagO 10.000 0 miflones por Dorna, A; 18 veces mas de su valor La inversi‚n de Banesto en Dor- na tue una de las operairioncs mis ruinom acometidas por ci ban- co, seg—n se describe en la deman- ID i da presentada por los nuevos ges tores contra el anterior conse~o de administraciOn, presidido por Maric, Coude. La demanda sos- tienc que la compra por pane de Banesto de] 50% de DormŒt Pro. Liu moci‚n del Deportc a finales de 1990 impbc~6 la inversi‚n de algo m…s de 10.000 millones de Me_ tas, cuando el valor de la socie. dad cra de 1.100 millones. La demnda, redaciada por el despacJio prof‚sional de Ram‚n Hermosilla, fue prescritada ci 22 47, OCA MWe en FModa de abril en el Juzgado de Primera Instancia c—mero 46 de Madrid, cuyo ti tular es Jaime Puyol.un t~o en 1 cab= Coasta d c 1.54 p…ginas, Y fue Pre- Lu~s Ocaiia, uno de los m~ores Mus ALV&M sentada en cumplimiento del cidinas espa“oles de todos los i* …qu4rds) y elabogadoConnioRodrttm acuerdo que se adopi“ el 26 de tiempos, ganador de] Tour de marzo en la junta extraordinaria 197'% muri“ ayCr en su eau de 1 de accionistas de la entidad inter- vemida por ci Banco de Espaaa el Cau-penne de Armagnac (Fran- cia~ tzas dispararse = riro en la -on‡na permanece en prisi‚in pasado 28 de dicicmbre. A] 30 dejusio de 1993 el gm- cabeza. Ocafia, de 48 ahos, pa- po Banesto teiiia contraiƒo3 cou deria una cirrosis bcp…tica, ori- Dorna riesgos por m…s gmada por una transf—si“n san- CI grupo ~ guinta que recibi…. de 47.000 millones de pesetas en io sale de la carcel cT‚ditos y participacioncs. De 4 Jxqtdoe Kcmedy- apin cllos, a] menos 16.000 mloncs correspondian a pagos a los anri- M su= hs Sff 5 millones de fiarma guos accionistas ai cntrar en las sociodades. dc~…ucb… p h Dorna Promociƒn del Depor- El ex puertas de la prisi6n se cerraron detr…s de ‚l, d=- te forma parte de] grupo Dorna, 17 Bdkd q®M aprow balas troqued“cifuaanciero.MmueldelaConchaex constituido pot un conjucto de )(Ma- siDclico de la Bolsa de Madrid ysu compaBerode sociedades pcrienecientcs origi- m aucyo tr-xto del utindo - relu celda en tu dos —ldj= semanas. Desde Alcali- nariamente a los hemanos Car de lapatada en la ,do las Nfeco, Rubio se trastai:16-a su residencia. ]os y Manuel Garcia Pardo. Ba- p=ti nesto mantienc con u-es de ellas 5a, Mariano Rubio -Dorna Prornoci‚n del Depor- 18 D ME s6b SaC2 … pp -6 la avalancha de lot‚>-' Ruiz de Alda se Centro Comcrcial Concha pmtos en Andƒxia, sin pestai5car ni detc- adjudic‚ a si mismo apina e Inmobiliaria Blasco de 1 hacer declaracioicics. Su Garay- un riesgo crediticio de SCPB um =Sta (W OS 1 1 Mill !… lui jr ulia sodebd Pm carmcn Posadas, le es- 10-666 millones. L~f`j en casa. Alti reiter… que oculW inversiones Seg—n la circular 411991 del 55 Santam y b Jmta de )bcrnador ha sido usado en Ibercorp Banco de P-spafia, es ilecesaria Fa= un ajust una provisi‚n minima de 1.702 Gobiczmo como "chivo )rio-. pitilla 15 P…gint 16 milloncs de pesetas, que Banesto 1.0% tmbaiadorcs CD E-l.Orwcnlapigiaslz 1 no reaJiz‚. pie& 53 1 (-n L.-J CI-D BATCo document for Legal Services : Health Canada 19 October 1999 1 ECONOMfA EL s TRABAJO Banesto i)ago, por Dorna 18 veces mas de Io que valia El Banco de Espafla cree desproporcionados el precio y los riesgos, see—n la demanda contra el equipo de Conde W^Jttt“ ILtnz Dœ EL~lot.. %l…drid nuages -..idm Pot a bextc.. cautriocs cario de Myor c~eu inurpucum cor, normal fur de &180 eau de 10.0w ffƒmoem LA die santzac) del -loe. pnsdido por Mano Conde. ftxm du- cm et ancet lot Corfflo de Admirdso2ciM de A, de dei Deporce, serm aatmaciM de 1. de la co~-A Baremo pag6 pot las ck~ ces===Z=t. les de M foe code, taenos Lm racgocto rt~ txLspeo…“n del Banco de Espaila que race> cm pretium Min, supersom a Ici$ com¯- MW rowooc% …q%,Cm d…- que obru en don" Tanco el pvv= pagaulo connu km Ur te demunda de juicto daclafiadvo ordJ. pondientes, -&~va tu‚rLcm La in~c®‚o poder de EL FAIS. La deint–da. md-,taci pot et . 1 . ~e~ 1 desp, o 2f a pro 0 Hermes4ll& f=u jri L' de abril en ci pap de pnawra ma&&= nut,4" 46 de %ladnd. C'o.sa de 154 paginas y (M cia. borada en Cu plimtento del 4 &=Tdo lue selnz… E 26 de i roida, pot a Banco de apaba c, ‡asido 23 de dcmbm aaƒ=go pago 8.150 miuo~ 10-P" TPI-14t _" - - e - liam c " cwitait cwb P.~m 900 Mdi~. 40=~nacribi6. ce uca mpiu=o de capital de 19 ,o de 1. U 1 =C7. la M-iffl Se, ck-“ a &~tO rnu, CUITAL de 10.0m .@Umm a 5M. ciel capital de la socmL&.~- .I&Zzd. .. ~.,t-J de. 50% 44% 84% 1 a. Do,ca Pr=oc~ d,-c Dcpor. - . j -… , - te furlut parut del C®po Dorca. IL.:_ fflu M 48% 11% couruido pot un cmfflto de i - . - __~_ FUM i accoudes 5 - . tes Ons>. .- : 1 i cansciecte … kt bermum Cu los y Manuti cqijxia Pudo. a.- 4% mi~D 7m__ ~ IDELDEPffl =-Um oen tres de efiu Doms PT . de] D.Porte. cec,ro cooch. Espusa e Blasco de Garsy) '0 rimocredi. tnumml toc de 10.666 rimUoncs. SrVac in C…cdu 4/1991 del Et- ~ de E~ ci pit“a. es DoMmarui utut P-~.ae $®*Rrts M vaim lit un~ as ma~ e moSma de 1.702 zrj~ de pe- Pu PM (18%) ms%) (50%) ~ que lot adamumr"om de 1 41 bal= t sanctus en, rc&kwo& Las .dwxxm encre Bacerw La E…q~ Sud 8-b- Junb af 0101alk. &W radd …t.UU y cd Grupe Dorna. sqffl la de. .…. oeutra, los actericires la INMOBILLARLA BLASCO DE GARAY CEJNTRO COMERCIAL CONCHA ESPINA MP=Ubin de Bam=. a lo que se pretende deduu sobda- 1. En quiebra t‚enica 3.875 mfflones de riesgo .~terLn=: La lnmobliarta Blasco cet. en 161 rniDoncs. de Banesto tenia 3.1175fru. 9) Su acti~idad eco- d- quiebra t‚=,ci. Financiaciba cretcattow . de Garay 64. SA 0 una pML&s~ Iloces de nesgo crodui. –“Maca se acritra en La tri . motela ne. C, CGC au Pa 1 de BaD= de tftlo ci Gr~ sccxxLad controlada pot For iodo cOo. proce. 00 Mo la SO.We‹ad Ce- _PJ*t=…o de il z&%j~O de 196 ciiUoncs- PO DonIL los beromes carjos V de consid~ Cacus nez- ire, Comemai conclut conscrcuti coucha Es. 31 Toda la finaccui. -Uns participaci‚ti de lua, M43-1 Garcia Part1ci. SOS couic dudosos. … F-spinaL. a 30 de junio de puza modiacte subrop. ci…ƒ bac=* de la art. 1 iccaca, del Grupo Dom M loe que manienix cou la ! 1 cacd&d. a 30 de jucio de , jwci. de ]os 1991 La Corp.-ci“. cou en un coctraut de bamdcxny.n r-colucce comoracion Baccstu. 1 y pro-—ionarici ai 5Q./~ Banestc, Poser qui par* arrecidainieillo COD ci ha Sido Co Parda =ccet los nogos al 30 de juzuc de 1993. Elle suponc, scg—j… loi tcipaci‚g, del 4r/. en tu propietaric, (Real Nf…- Por Battesto. un nesto =rdiR.M. de dacos rocotpdoe en la de. =plo=i…& con M - drid Club de Futboi) ce La luspccci…c del AJ 30 de jurait) de 199X et 136 Milloom cundi conu-… los acte- lot comble de 1.989 20 a…os de du=' de Espada cakr~ c'rapt) Banmo Dette coctratidoe Sg—. ci W- Prt- ores 1-pous*bJes de 2) Su capital :~ cou ci Cnimo Dogna nessois pot mucada ci 31 de dxxm> Bacest“. 69 miDonn de Dorna Ptocaoo…o del de 10 mille= co… cƒs- cm du pot B&MCO de Suis de 41M mikon de peu- Z. Sc = poctas de ajwtc .0 apli. Depoiu “tro 4-/. trolado toublicatc, For 1 dudosos. vado que la bre e tjibra tu eu crmws y paruppbom-=. tra =on de la Circular 4/ cal. Lu pr~nop&ks es- loi bermancs, Garcia PrOffli‚s, ceceuria et De ufioS~ …, MMOS 16-ODO MjO¯ ya que su patrimoulo 1991 del Banco de E…. racteristinu de cm so> pardo. Se sircaci6o a 31 del 25*5t, aka-- un Du de pesetas corrIspoodeo a nc:o es oeptwo ®! cite. pa…a. oedi4 Suez de dictembrir de 199-1. Porte de %9 miuom. PRIPOS a le$ acurim Al eulritr es lu bocoda" , ya quit de loi I&M M&BOM cru- L… descnpcton que de las cz, tecursoi propos de 5.935 Mlo- roccooce corno bn.roo. M ci p*da. estimacdo para Ici$ Mis. p‚cadoi Cil Compfar Puuc…p…a~ tra…u de Dom& Promoci‚e ciel nes. Su fondu de maniobrz es ne® mornmto de tas ~cnuu. la dite-mot ucs pro~‚a macgarut d.1 " 2.900 ruefoe PmeAoe Depprur r L- .1 Barco de F- Pti- ce 1.093 MW.-. tractit caLm CI ~ai® actisal de lu 1 gie, le que Sultane 663 tnilloua somedadm pafit y que se mwge tc la de. obm futum y ci mdor coeuble El affle a rc:…lizar ets el pa. ccanda Do nc=ta adeti,ov Hay un clanc, d~quilibno ce. de] cictricute -"do. cuidquSm inc-m. cetc, uc>-mde a 3.1-5o Rieffls creatiem tre la puupw…n en la soeur. que sea la solvencia del com. Milloccs de pescuis, distribuidos W Desarrolla acti"dada de &Jlo dad y el riesle asucudo pot los pr"or. ui: Las nesgoi crelticim du=os nage. cou opemaona a large soctom, Au. como Corporici…a y 0 1.146 Millottes pot la dire. que autestit autƒtecia. a 30 de Ptazo. cuyot rn.1tdos depen. los hcnrunm Garcia Pardo os. a, Mantiene una mrtcra de -aW tc-aa entre ft®O contabL- … 3 1. lucw de 1993. con Dortut pro- dcc de ~n…bkS de d~ficiJ tim- tentait =da uno cl Ciel C2p~ M crc=tc. cou ~&jo%,rs conta. lz-9, y CI ~JO, de adquiocl‚o de Moin‚s dei Dirporte a ci‚n tresuit…dos dcPOr%v~cS dc ta]. Sanceo es pr…c%=mcnte ci blet supenoms a les teonco&. sin la ~edad T-0 wbeel Promu. 6 635 milloors. La CorporactŠn dez~d~ equspos. conunw- —nK* finacciador de la morodad. que sr jusulique, ta difŠrericta o se horts Ltd. Bmw®opn=d5O,l.4d.p.ud doit la corTespond,ente pro. b) 1.600 ramones de la crunia. €JIJ PJM soctaL cou un ~a1or Sa libros de b Sigue. para ci f=n=M~EO uwom mon de cmnpcmsaci‚n econcicti. 10-097 mdi®,o de poct…& au. li. Poectr uns inadecuada ccrx. de ftzukados tu las oper2cioncs. C:) ,audo M. olm baccuSe ~g- tura f…Sauctc~ra. F,~ ¯ u. en. unos cnterics muy apimatu ~ =ld=r las ncsggs de Sua Sorte- RcaJ Madrid. de ta I=edzd pot importe de devdant-to de 23.175 sub)euvffl- F~ lu venus de in. dac - Bmlo OMO dd~ o 359 auflortes pot ciras, OIX. 7.191 M"ics, milloces de peulas. tiene unes rio~ilLudo con;¯So aptazado se a La lnipmmn de! Banco de Es.raccoci rejauvu a Dorna, CD Ln 1 L4 BATCo document for Legal Services : Health Canada 19 October 1999 303590532 4.0 E 0 0 0 U~ ~4 < 91% N CD, cn pe 0 CD (-r4 Un IIZ CD (-n (-4 Lr-J BATGo document for Legal Services : Health Canada 19 October 1999 0 0 a 0 DEEVICO BXrES 0 C 3 (D 2"1 ss 99 I- TL BUS SHELTERS m SUNDAY SUPPLEMENTS w 0 0 rMIL 0 cr 0 w V~ q-06SM Ace'rcate at N*1. TEAM SUZUKI I CD PP- A Ln L-j Ln BATCo document for Legal Services : Health Canada 19 October 1999 I N*I en sabor. . , S 4. TEAM SUZUKI Lill Ln BATCo document for Legal Services : Health Canada 19 October 1999 CL DELVICO: 13APES r TLS 4 0 X BILLBOARDS 3x8 0 C… (0 0 0 Cr (0 cc) . (0 2 ~ S 0 6 9 ~ 0 ~ r In (ZD 4;S U-I I . V 1.10 CD BATCo document for Legal Services: Health Canada 19 lOctober 1999 lift Noun 4 . 2 1 in NI 1w. A 0* 1~,i Mi CP4 i CD lio Un CD (-M (-~4 BATCo document for Legal Services : Health Canada 19 October 1999 lu I IM, 0 elf xi ~0 BATCo document for Legal Services : Health Canada 19 October 1999 CL DEEVICO ib BATES C) TLSS '94 CD 0 CD PRONE BOXES CL CD 0 0 Cr CD CD CD 1~9069202 gina N*1 Ori 'a 1* : TEAM ZZ7 SUZUKI ama at NIL 3~ - lid 906 30.--,) 171 T I _M. I :ff I f I tienes twc-q z SOLO 14.A# L: BATCo document for Legal Services : Health Canada 19 October 1999 N" I en Sabor, JU U 14i TEA M SUZUKI `-11ama at: 84* Lj~ 14.: mucho que ganar. to- HASTA EL & DE MAYO x -- - .. - - - . . . %10 CD BATCo document for Legal Services : Health Canada 19 October 1999 N"I A encano. .1 41; TEAM_ SUZUKI Llama at 8 8 C) -W~T# 4- 8 (aj n ? -:. - , .. - ,, nar. I - L! Lz'T gG I'D E MAYO CD BATCo document for Legal Services: Health Canada 19 October 1999 N* 1 A.ma,,-kano. TEA _;4 Nw. SUZUKI al CD IL 1". *~, -0", S;.- i .90L, 30 "T, Ln tienoa~ wir _SOLO MASIAt CD BATCo document for Legal Services : Health Canada 19 October 1999 N'*1 en Sabor. TEAM SUZUKI Llama a'I 1 0 gu -.,. 906.3044 84 denes mucho'que gunar. L4 CD SOLO HASTA EL & DE MAYO Cr\ BATCo document for Legal Services : Health Canada 19 October 1999 N"I Americano. 1w Ilk TEAM SUZUKI C:) (JI BATCo document for Legal Services : Health Canada 19 October 1999 N"I en Sabor. -,, TEAM M, SUZUKI I CD L.n co BATCo document for Legal Services : Health Canada 19 October 1999 0 cn C) 0 (-.Pli CD (-4 CD Un -t~…, --Z BATCo document for Legal Services : Health Canada 19 October 1999 : at. 0; QP4 VI (-n (-n CD BATCo document for Legal Services : Health Canada 19 October 1999 Milk-\ r77'. CD L.N (-n ~10 CD BATCo document for Legal Services : Health Canada 19 October 1999 0 0 CL DEEVICOISBATES 0 019, r¯ TLSS...- 0 MOTORBIKE MAGAZINE C?. CD 0 0 w 0 em Co ZSSHSH~ 2 . 1101W . : 4-~ I ~ ~:11 . . . \I-- 10 / . I L - CD JV~ awe CD BATCo document for Legal Services : Health Canada 19 October 1999 CL DELVICOI: BN17CI S TLSS '94 0 VICTORY ADS 0. 0 0 Cr CD CD CD ~SS06SH2 Otra vez N I* 0 A< --h.: )OP -- MW Ail H.-- vuef,-~ a kevj:~ 7,_z c~_.~os*,aco qui~n es 6 n6mec (;rz 3,; cark-,er y su valentia har, TEAM SUZUKI dejadonuell-= c- e: asfa:to de jE;EZ. 5-z--,e emocion6ndotc di ~- I I~Z-, :--7 C. -~=. Ljc:-,?, S71ke SUZUE ( ~4 71~5; CD Y. U2 U U;~ 2 oxgu U-I CD Un (-n QTI BATCo document for Legal Services: Health Canada 19 October 1999 El otro No I., E:7 e! Te-=.,r, Lu:~:- 5,rike Suzu, s6io un nGmero uno. A:ex Be-Cs es ur, camz~-:~n. Y Io az-zc~i de demostrar TEAM SUZUKI en e; Cj.,,.::Lg-.S C.- _ 7=7. D-- pr~- z--- -.- ocr sabc, . Po- U4 :- - C:) %sigz1g; ;I! li il;: Qn i - i I I I I M !, I M~ ---0 CD U-I un CT\ BATCo document for Legal Services : Health Canada 19 October 1999 El equipo No 1 0 .'. . "At 7k Te-c dcs =,mccnes e7. e. rmsirno es -in au-ze-~-.co lujo. E: Tezrn ; uc~.,,- -5-.ike Suz-,--~j n-- ~P- ooa,~',,o :*-,=~s mejcr. Kein -c--h-ana TEAM SUZUKI x han e! .I- aL Y hecnc VI (Z) (-n Ln ---4 BATCo document for Legal Services : Health Canada 19 October 1999 Lxj 1 CD Un CD Ln Co BATCo document for Legal Services : Health Canada 19 October 1999 jib TM CD (J-J ~10 BATCo document for Legal Services : Health Canada 19 October 1999 Strike Dear Luck% Marketer We are pleased to provide this excitin.g new campaign for Team Lucky Strike The camDaizn has been developed to accomplish two critical objectives- 1, is t used 10 e,D)Oit TLSS. especiallv in this world championship season. It is also t inLerim advertising for those markets requiring material wl~jle the new -lobal is being developed. This campaign wasa cooperative effort involving BOV. BATCo. Grey and inpi orld. We were pleased to be able EO secure filrT rector Mic 7 markets around the %% i di ; .1- - whose credits include 'Aliami Vice-. "Manhunter- and-Last of the Mohicans". Luck , v Strike is BAT's priorit~ USIB. and as such. requires world c1ass mate Is We are confident that this creative work delivers the core values of Luckv Strik hi~hlv imDactful manne- that is E1-UlV world clas5. As aiwavs. we welcome vour comments. Jim Hendricks Divisional Vice President. Brown K, Williamson Z 4 U4 7, Jed Lr, 110 (ON BATCo document for Legal Services : Health Canada 19 October 1999 ! Mm ) Advertising Objectives Target Audience Proposition and Support Creative R TV and Cinema. Print Advertising Details How to Order f .10 C) (-n BATCo, docurnent for Legal Services : Health Canada 19 October 1999 To build brand awareness by exploiting the success of the T.L.S.S. World Champion 500cc. motorcycle racing team. To promote brand values by creating a link between the spirit of the sport and the "American Original" personality of the brand. 11. Am . q. Young adult, urban, primarily male smokers. At the moment they probably smoke Marlboro or another US blend brand. They may well feel inclined to consider a less conventional, less mass market brand and switch to a more distinctive choice which says more about them. They may or may not be into motorcycle racing so it is important that we capture and convey something of the tension, adrenaline, atmosphere and emotions of a Grand Prix event to capture their interest. We should also take care to engage non-bikers in the larger human emotions involved in such a dangerous and demanding sport. Lucky Strike is the maverick spirit of Grand Prix motorcycle racing. (-Pli CD (-J~j CD (_n C> Ni BATCo document for Legal Services : Health Canada 19 October 1999 Lucky Strike is the only American original. Lucky Strike sponsors the world-beating Suzuki tearn. The emotional characteristics of Grand Prix racing complement the brand's characteristics: Independent Self Confident Masculine Adventurous Challenging It is these characteristics that unite the brand and its customers, both actual and potential. The target audience, "young adult, urban, primarily male", is also the source from which many motorcycle racers and followers of the sport spring. As life in the cities gets tougher and more competitive. the more our targeted young men need to cultivate independent, self confident, masculine, adventurous and challenging natures - the very qualities that make a successful motorcycle racer. The audience and the racers share a respect for maverick winners and risk for which the Lucky Strike bullseye is the talisman. The new advertising seeks to acknowledge the kindred spirit that exists between our audience and the men and machinery of the motorcycle Grand Prix world. The advertising also seeks to make our audience feel at one with Kevin Schwantz and Alex Barros; that the qualities they share with Kevin and Alex are those which created the success that they all have today. The symbol of this affinity is Lucky Strike, and is surnmed up in CA our campaign line. C) Ulj Qrl 1~0 C:) Url C\ (..p4 BATCo document for Legal Services : Health Canada 19 October 1999 A-m ~h-h, Our films were shot by Michael Mann - director of "Miami Vice", "Manhunter" and "Last of the Mohicans". Of all Hollywood directors, Michael Mann is best known for action, tension, and suspense. He is also, coincidentally. a motorbike enthusiast, with a collection of high performance machines. AML ip -Againz;t'rhe Tide--- (60" and 30" commercials) This commercial compares a true maverick making his way through a crowded American city with a racer fighting his way to the front of a packed Grand Prix field. The true individualist has the guts, determination and skill to do this, even if it means breaking the rules. In our commercial, the city maverick and the successful racer are one and the same person, Alex Barros. He bears the emblem of an American original, Lucky Strike. "The Marl, of a Winner". (J-J CD (-Ni un \D CD BATCo document for Legal Services : Health Canada 19 October 1999 O~P-7 -Race Day- (60" and 30" commercialsl This commercial features Kevin Schwantz, World Champion, preparing to do battle against a background of the crowds who have come to see him. We watch him as he dons the colors of Lucky Strike. like a knight putting on his armor or a matador his suit of lights. The film contrasts the quiet and intensity of Kevin's concentration and visualization of the battle ahead of him with the feverish activity in the pits and the crowd. He is both of them and apart from them. But he bears the emblem that all can aspire to have as their own. The American original - Lucky Strike. "The Mark Of 2 Winner" in any field of endeavor. 0 "Winning- (60" and 30" commercials) In this commercial, Kevin Schwantz tells us what it takes to become the World Champion 500 cc. Motorcycle Grand Prix Champion. As he talks, we see him in striking and gut-wrenching action, bearing the unmistakable colors of Lucky Strike, "The Mark of a Winner". CD Uq Ln %1D 01% Un BATCo document for Legal Services : Health Canada 19 October 1999 FIRM To support the TV and cinema campaigns, and to serve those areas where film media cannot be used, we have created a series of print advertisements for use in the press, as outdoor and as posters. I Based on a strong graphic approach, echoing the core values of the commercials, they stress the independent, challenging. masculine characteristics of the "American Original" brand, as represented by Team Lucky Strike Suzuki. As you can see, there is heavy direct and indirect branding of Lucky Strike through the T. L. S. S. logo and the use of the bullseye to contain the visual action. The type is fierce and uncompromising to match the maverick tone of the headlines. TH[ K Of A 9MU 40 3;,- IINNER TEAM (VEU:Z::U:K:I MR C) Landscape format (JI4 C> (.n CY\ (7% BATCo document for Legal Services : Health Canada 19 October 1999 113 TELEVISION AND CINEMA The pool consists of six finished films: NOTE- Use same titles for Audio requests. TITLF LENGTH "Against the Tide" 60 seconds "Against the Tide" 30 seconds "Race Day" 60 seconds "Race Day" 30 seconds "Winning" 60 seconds "Winning" 30 seconds To maintain the integrity of the sponsorship-oriented nature of the films, no pack shots or smoking scenes are included in the film. The end-frame branding element is the TLSS logo and our end-line. TEAM 4SUZUKI 0 THE MNK Of 11MINS1 End-framte LJ4 CD (_~1j (J'i -10 CD (Jri (7% __4 BATCo document for Legal Services : Health Canada 19 October 1999 TELEVISION AND CINEMA (continued) Voice-Overs "Against the Tide" and -Race Day" contain no voice-overs. "Winning- does contain English voice-overs, with Kevin Schwantz talking to the viewer about what it takes to become a World Champion. The following is the script of the voice-over copy for both 60 and 30 second "Winning" films: ii I started riding motorcycles when I was four. I grew up around bikes. This section of corners seems to really separate the men from the boys. First gear of the bike just wants to spin the tires the whole time. Back to first gear, stop it, back over the stripe, just ride it around with my knee going chucka-chucka-chucka, 1 sldpping off the curb. So you've got to watch for wheelspin to give you a little - chuck - kick out of the saddle. I It"s an easy place to make a mistake and end up skipping down the road. When everything's working right, everything seems like it's in slow motion. ff When everything's working right, it seems like yoifve got a day and a half to get over the hill. 0 30 second only (.".i CD CC) BATCo document for Legal Services : Health Canada 19 October 1999 TELEVISION AND CINEMA (continued) Usage Rights NOTE: Although a separate radio campaign is not offered with this pool, use of the music in locally-produced radio is addressed below. -Against the Tide" and -Winning": Rights for the film footage and the music are secured through May 31, 1996. Rights are secured for TV, cinema and radio in all markets (except USA). -Race Day": Rights for the film footage are secured in all markets (except USA) through May 31, 1996. -Race Day" Music Rights - Please Note: In response to market requests for well-known and contemporary music, the -Race Day" commercials feature the internationally acclaimed soundtracks "Voice of Enigma", "Principles of Lust" and "The Eyes of Truth" from the "MCMXC A.D." (Enigma 1) and "The Cross of Changes" (Enigma 11) albums. Together, these albums have sold over twelve million copies worldwide and are particularly popular among young adults in the 21 - 30 age range. Music of this nature is extremely expensive and we have therefore bought usage rights. only for those markets that have already requested the "Race Day" film. RESTRICTIONS: Usage of the music is restricted to sixty (60) days in any one year in each market. If you plan to use -Race Day- more than sixty days per year, please inform Lennis Woods of B&W so that efforts can be made .to renegotiate terms with the music license holders. Rights to the music expire on June 30, 1995. in addition, usage rights by medium vary by market. The facing page lists those markets for which music rights have been purchased as well as the types of usage allowed on a market by market basis. A "YES" in the individual medium columns indicates that rights have been secured for that particular medium. A "NO" indicates that rights for that particular medium have not been secured. therefore the medium should not be used. Ln 1 %_0 BATCo document for Legal Services : Health Canada 19 October 1999 "Race Day" Music Rights: MARKET TELEVISION CINEMA RADIO Baltic States YES NO YES Brunei YES YES NO Bulgaria YES YES YES Burma YES YES YES Central America YES YES YES China YES YES YES Cyprus YES NO NO Czechoslovakia YES YES YES Hong Kong YES NO NO Hungary YES NO YES Indochina YES YES YES Indonesia YES YES YES The Lebanon YES YES YES Malaysia YES NO YES Mexico NO NO NO Poland YES YES YES Rumania YES YES YES Russia YES YES YES Singapore YES YES NO South America YES YES YES except Argentina YES NO YES except Colombia YES YES NO Switzerland NO YES NO Special Film Requests: As always, we will be pleased to handle any special film request you may have. but all additional costs for developing these materials will be the sole responsibility of the market making the request. CD (J-J (il CD CD BATCo document for Legal Services: Health Canada 19 October 1999 PRINT The print pool (below) consists of three retouched visuals, with a corresponding order code number: . OE -Who Dares Wins- Code# TLSS 1 -rho Mark cof a Winner- Code* TLSS 2 no -Some Men Have Winner Written All Over Them" Code# TLSS 3 Only these three visuals will be provided by B&W as retouched transparancies. Markets are encouraged, however, to make use of the TLSS slides provided by SDC through the Lucky Strike press service to develop market-specific executions. Cr4 C:) in addition, markets may develop executions using market-specific copy as U4 outlined later in the PRINT-COPY section. Un C:> U1 BATCo document for Legal Services : Health Canada 19 October 1999 These visuals can each be used in one of three formats: A THE MARK' Of A HNNER SUZUKI Horizontal (spread) THE MARK Of A NNN[R, Extreme horizontal THE MARK Of A WINNER Vertical U4 41 .. UK. (page) U-1 *HOw to use the campaign line as a strap line. CD Ul BATCo document for Legal Services : Health Canada 19 October 1999 1 Color Color breaks reflect the color standards for black, red and green as stipulated in the Lucky Strike Packaging Standards manual. Additional color standards may be requested from Ms Lennis Woods at B&W. Type Headlines are set in "Compacta", capitals only, centered. Text is set in "Univers Bold Extended", capitals and small (lower case) letters, centered. *If "THE MARK OF A WINNER" appears in the red panel at the base of print matter, it is set in CAPITALS of the text type. Headlines The headline copy is designed to capture the attention of the target consumer in an impactful and striking manner. Headlines recommended for use with the three retouched visuals are: WHO OARIS WINS THE MARK Of A WINNER SOME MEN HAVE WINNER WRITTEN AU OVER THEM Below are examples of other headlines that could be used in developing your own market-specific ads with either the retouched visuals, or, with slides provided by SDC (retouched at market expense). REBR WITH A CAUSE [IGHTNING STRIKES, RIDERS ON THE STORM 11ADER Of THE PACK possible SCHWANTZ STUNS SAUBURG victory ad possible U'l SCHWANTZ fRARROS) DOMINATES OONNINGTON victory ad C:) UNI possible Qrl BACK ON THE ATTACK crash ad NIG CD Qrl BATCo document for Legal Services: Health Canada 19 October 1999 Text Text may be incorporated into the print ads to exploit market specific opportunities or team wins. For example: Congratulations, Kevin Schwantz and Team Lucky Strike Suzuki - Winners of the Suzuka 500cc Grand Prix. See Kevin Schwantz, World Champion. at the (Venue) Grand Prix, Sunday (Date). Kevin Schwantz, (Alex Barros) Master of Mugelio! Kevin Schwantz, (Alex Barros) The Best at Buenos Aires! Meet World Champion Kevin Schwantz at a special autograph-signing session. (VenuelDarelTirne) BE THERE! Yet again, Schwantz (Barros) gains the Podium at (Track Name) Back after the Crash! The return of Kevin Schwantz (Alex Barros). (Track, Date) After the Fall 1 The return of Kevin Schwantz (Alex Barros). (Track, Date) Translations Should the headlines and/or text be translated from English UA to the market's focal language, please take the meaning and the spirit of the English copy into your translations. U1 I \0 I (Z~ I U1 -1-Ij _r~t- BATCo document for Legal Services : Health Canada 19 October 1999 POOL MATERIALS & ORDER CODE #S Television and Cinema.- The pool consists of six finished films: NOTE- Use same titles for Audio requests. TITLE LEIUGTH "Against the Tide" 60 seconds "Against the Tide" 30 seconds "Race Day" 60 seconds "Race Day" 30 seconds "Winning" 60 seconds Winning" 30 seconds To maintain the integrity of the sponsorship-oriented natu~e of the films, no pack shots or smoking scenes are included in the film. Print The pool consists of three retouched visuals: TITLE CODE "Who Dares Wins" TLSS 1 "The Mark of a Winner" TLSS 2 "Some Men" TLSS 3 (J-j C) L14 U7 -10 CD BATCo document for Legal Services : Health Canada 19 October 1999 HOWE , k , gm TELEVISION, CINEMA & AUDIO Please use the standardized B&W International Broadcast Advertising Materials order form (enclosed) to place your order. Please fax orders to: Ms. Lennis Woods, Marketing Administration Assistant, Brown & Williamson Tobacco Corporation, Louisville, Kentucky, 40202, USA. Fax: 1 - 502 - 568 - 8305 Phone: 1 - 502 - 568 - 7194. Tele%risiiain To order, state the name and length (60" or 30") of the commercial. Specify NTSC or PAL. Specify videotape format (1 -inch, 3/4-inch, 1/2-inch or Other). When more than one commercial is requested, specify if all spots are to be on one single tape or on separate tapes. Specify any other requirements. Film To order, state the name and length (60" or 30") of the commercial. Specify 35mm or 1 6mm film. Specify CRI (checkprint included) or Composite. For film audio, specify 35mm Magnetic or 35mm Optical tracks. Specify any other requirements. Audio Although completed radio advertisements are not offered, some markets may wish to order separate audio tracks to develop radio or for use in adding local language voice-overs to film advertisements. To order, state the name and length (60" or 30") of the commercial. Specify tape speed: 7-1/2 IPS or IS IPS. Specify audio tape format: 1/4-inch or 1/2 inch. When more than one sound track is requested, specify if all tracks are to be on one single tape or on separate tapes. Specify any other requirements. (J4 CD 01% BATCo document for Legal Services : Health Canada 19 October 1999 BEE OROM PRINT Please use the standardized B&W International Print Advertising Materials order form (enclosed) to place your order. Please fax orders to: Ms. Lennis Woods, Marketing Administration Assistant, Brown & Williamson Tobacco Corporation, Louisville, Kentucky, 40202, USA. Fax: 1 - 502 - 568 - 8305 Phone: 1 - 502 - 568 - 7194. Prirlit To order, state the name and Code # of the print execution. Specify transparencies, 35mm slides or other format. Specify the number of transparencies or slides you are requesting. flow~ 0IMB The layout examples provided earlier in this book should be sufficient for most agencies to develop camera ready mechanicals. We would be pleased to develop camera ready mechanicais for a market, but the cost of this service will be charged to the market requesting the service. See the specific information required for development of mechanical artwork on the International Print Advertising Materials order form. u CD L-J un %~D CD BATCo document for Legal Services : Health Canada 19 October 1999 THE MARK Of A NNNIR 9 Liq un CC) BATCo document for Legal Services: Health Canada 19 October 1999