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[I-T-- T Industries document for Province of
British Columbia 23 April


I
MY T industries document for Province of British
Columbia 23 April 1


The Benson & Hedges low tar cigarette
A report on the recent advertising re-positioning
of BENSON & HEDGES SPECIAL MILD
8 Y N R P B-,. 1--6-1 8,,,,d M-9,r, SENSON &
HEDGES.
The Benson & Hedges name on a packet of cigarettes
represents
to the consumer the assurance that the product
inside is
likely to bear the highest level of rational
scrutiny.
Benson & Hedges's credentials as a manufacturer of
high
quality Virginia cigarettes has been hard-earned
through over
a 100 years of experience ("it says so on the
pack, so it
must be truel"). Benson & Hedges brands are
available in
over 120 markets; in many, a Benson & Hedges brand
is either
the largest in its segment or even the outright
market
leader . So the reputation for international
success and
worldwide acceptability is well justified.
In simple terms, what the above is saying is that
the Benson
& Hedges name is a most valuable property of the
BAT group
and, as such, when it is employed on a brand,
probably
represents one of the most persuasive endorsements
we can
offer to motivate consumers faced with the ever
increasing
brand choice dilemma in the fiercely competitive
international Virginia market place.
It has to be admitted that, with a few notable
exceptions,
awareness of the Benson & Hedges name and the
creation of its
enviable reputation is founded in the famous gold
box of
BENSON & HEDGES SPECIAL FILTER. It is this brand
which has,
during the last 20 years, grabbed the imagination
of
consumers all over the world and achieved high
sales success
on the back of considerable communications
investment and
marketing persistence.
As a brand in its own riqht, SPECIAL FILTER
continues to be
the group's No. I priority in the international
Virginia king
size segment; but in addition to this specific
role, and as
part of the fulfilment of it, the brand has also
provided the
encapsulation of a corporate reputation. It has
come to
represent in the eyes of consumers, all the
qualities on
which a Virginia House relies. Over the last 8
years a
number of line extensions have been launched,
brands which
carry the Benson & Hedges name, feature Benson &
Hedges
graphic elements in their packaging, capitalise on
House
identifiers and colours etc. The historical
rationale for
these brands and their progress/success since
introduction is
not something which needs to be covered here, but
in the case
of one brand, BENSON & HEDGES SPECIAL MILD, I do
want to
present the case for its current positioning; what
its
relationship with SPECIAL FILTER is and what its
role,
distinct from that of SPECIAL FILTER, now is.
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BAT Industries document for Province of British
Columbia 23 April 1999


SON&REDGES
The Benson & Hedge~


3
~Ihile called BENSON & HEDGES SPECIAL MILD, and
while matching
SPECIAL FILTER in graphics and design elements,
the brand
still lacks credibility as simply a milder
spin-off of the
parent for the one fundamental and vital
"consumer" reason,
that it is not "gold". How ruch that mattered to
target
consumers we were not in a position to say with
real
confidence until the results of a major 6-market
research
exercise were available early in 1982. What this
convinced
us of is, that "gold" does count, very
significantly, if the
brand proposition is to match SPECIAL
FILTER/mainstream
appeal in image and emotional dimension, while
offering
mildness only as a product differentiation. This
conclusion
has further encouraged us to believe that this
proposition
should be catered for within Benson & Hedges brand
range
planning, but that it is not one we can justify
for BENSON &
HEDGES SPECIAL MILD, as it is currently presented
and
perceived. "Project Lambeth" is being developed by
the IBM
to fill this gap in the range and provide the
bridge between
SPECIAL FILTER and SPECIAL MILD.
I have summarised briefly what BENSON & HEDGES
SPECIAL MILD
is not, what role it is not well equipped to
perform, and why
there has been the need for a major repositioning
appraisal.
I would now like to state what BENSON & HEDGES
SPECIAL MILD
is and what positioning it seems ideally placed to
fulfill.
It is Low Tar (max. 9mg); it is packaged in the
symbolic
colour of mildness - white; it is worthy in terms
of product
quality, packaging and design style of the Benson
& Hedges
name. These key elements, evaluated and weighted
within the
context of what are the motivations within the low
tar
segment, now constitute the fundamental
ingredients of the
new advertising campaign.
The brief for the development of this campaign was
based on
two important assumptions, which translated
themselves into
business objectives for the brand.
1. Assumption: competitive activity and the
publication of
league tables would increase consumer awareness of
low
delivery terminology and hasten the growth of the
low tar
segment. The Group needed to increase its
representation
in this growing low tar segment.
Objective: BENSON & HEDGES SPECIAL MILD to be
deployed
tactically for league tables and competitive
pre-emptive
purposes.
2. Assumption: The low tar brand from the Benson &
Hedges
Company in the U.K., SILK CUT, was agressively
attacking
the low tar segments in a number of our
international
markets, but without the ability to use and
benefit from
the Benson & Hedges name and reputation.
Objective: BENSON & HEDGES SPECIAL MILD to be
targetted N)
against SILK CUT (and other low tar international
CD
Virginia brands). r1)
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BAT Industries document for Province of British
Columbia 23 April 1999


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The Benson & Hedgts low,
BAT Industries document for Province of British
Columbia 23 April 1999


5
Essentially, therefore, the campaign needed to
communicate an
uncomplicated offer: low tar product - Benson &
Hedges
quality; in such a way that reliably assures the
consumer
that to smoke the right low tar brand was still an
enjoyable
experience. Put this together with a 'lightness of
touch' in
a modern, distinctive visual execution, and we
could be
getting somewhere in presenting a BENSON & HEDGES
SPECIAL
MILD in a way that is compatible with its revised
positioning
and strategic objectives.
The subjects featured here are only two of the
range of six,
which will be featured in the International
Campaign,
breaking on June 13th. A fully integrated
communications
campaign, covering film, P.O.S., merchandising and
tactical
promotions, is also in the final stages of
production.
United Tobacco Company launch
WINSTON cigarettes in South Africa
The South African cigarette market
South Africa is the largest market for
manufactured
cigarettes on the African continent with annual
sales in
excess of thirty billion cigarettes.
BAT holds a share of over 17% in this market,
supplied mainly
by local manufacture through United Tobacco
Company, and also
through imports from the United Kingdom and
Zimbabwe.
Although BAT's share had been declining over
recent years it
has generally stabilised in the past two years
through
progressive brands such as ALBANY and BENSON &
HEDGES SPECIAL
MILD.
The international blended segment
The international blended segment in South Africa
sold an
average monthly volume of 278 million cigarettes
in 1982,
representing 10% of the total market. This segment
is
growing at the rate of 20% per annum and is more
progressive
than any other segment.
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BAT Industries document for Province of British
Columbia 23 April 1999


U.T.Co had no suitable local ly-manufactured
contender in this
segment. R.J. Reynolds' WINSTON had been imported
and
marketed in South Africa through agents for a
number of years
as a premium priced brand with 2ow volume sales
and no
advertising or promotional support. Research into
a suitable
contender for the locally manufactured blended
segment now
showed WINSTON to be the brand most likely to
succeed of all
the brands examined. This led to the negotiation
of an
agreement with Reynolds whereby U-T-Co could
manufacture
WINSTON under licence in South Africa.
Specifications for the brand are 79mm x 24-75mm
with an 18=
acetate tow filter plug. Deliveries are 20mg 'tar'
and 1.8mg
nicotine. The cigarettes are packed in a 20's
hinge lid box
and retail at a popular price.
Target consumers are young adult males in the A,B
and C
income groups and mainly urban.
The launch strategy for WINSTON ensured that the
brand was
positioned to "offer the full flavoured taste of
America as a
result of its unique American blend and heritage".
Advertising strategy
Creative - the approach majored on "scenarios of
typical,
contemporary, American life style reflecting the
self
assuredness, independence, freedom of behaviour
and lack of
formality of American men". These aspects are most
effectively conveyed by the jingle and lyrics in
the radio
and cinema campaign, these being the prime media
used. Press
ads and outdoor hoardings supported the launch to
ensure
immediate pack recognition and increase awareness
and
coverage in the target market. There was also a
merchandising programe covering in-store display,
promotions
and consurner-contact work.
Thelaunch
WINSTON was launched nationally in August 1982,
and the Sales
Force worked hard to fill the pipeline quickly and
efficiently. This was particularly important as
the main
competitor, Rembrandt, launched L&M Filters, in a
red and
white pack, two days after the WINSTON launch.
L&M's
campaign also centred on an American theme.
The advertising for WINSTON proved very effective,
and
created a high level of awareness in a short
period of time.
This was particularly true of the film which uses
various
macho, sporting scenes in the U.S.A. and which
generated a
positive consumer reaction.
Despite the launch of 3 similar brands by
competitor
companies, WINSTON has progressed well and by
January 1983 C:>
was holding 1% share of the international blended
segment.
NJ
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BAT IndustrieS document for Province of BritiSh
C01UMbia 23 April 1999


7
VICEROY sponsorship of
saloon car racing in Macau
By Francis Carlow, Promotions Manager, B.A T Hong
Kong
The following article describes how B.A.T. Hong
Kong became
involved in the sponsorship of motor-racing in
Macau and
dealt with the problem of competing with MARLBORO,
both on
and of f the race track.
Background
Macau is a Portuguese colony situated
approximately 40
nautical miles from Hong Kong, falling within the
territory
covered by B.A.T. Hong Kong. It is traditionally a
popular
weekend resort for Hong Kong visitors, as it is
only one hour
away by jetfoil.
For one weekend each year, Macau is transformed
into the
Monaco of the Far East; the streets of the town
are closed to
normal traffic and they form the Macau Guia Race
circuit. As
there is no motor-racing circuit in Hong Kong, the
Macau
Grand Prix weekend has effectively become the Hong
Kong Grand
Prix, with the majority of spectators and
competitors coming
from Hong Kong. All the events are televised live
in Hong
Kong. There is motorcycle and motorcar racing for
various
classes of vehicles and drivers, which culminates
in the Guia
Race for modified saloon and the Grand Prix for
Formula
Atlantic cars.
VICEROY involvement
over the last 3 years, B.A.T. Hong Kong have
repositioned 17111
VICEROY in an attempt to increase its appeal to
the younger CD
adult smoker. It is this group who are primarily
attracted N.)
CD
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BAT Industries document for Province of British
Columbia 23 April 1999
H,1-1 G,,-.e, IL1111 and H.1m., R,111 (R191,11. T-
VICEROY', 1982
-1 -en 11-9. B A. r Hong K. ng M.,Ilel,nq Dire-,
rh. 2 T- VICEROY P-11h. C....... d-.t.
he grid .1 M. s,.,, of ~. 1982 race


to MARLBORO, which is now Hong Kong's best selling
brand.
As part of this rejuvenation prograrune, motor
racing was
identified as an appropriate sport for VICEROY
sponsorship.
We were therefore keen to involve VICEROY in the
Macau Grand
Prix weekend, despite the fact that MARLBORO have
for many
years competed in the Formula Atlantic Event, as a
natural
complement to their international involvement in
Formula
One.
In 1981, B.A.T. Hong Kong entered into a joint
sponsorship
arrangement with the Sime-Darby Motor Group (Hong
Kong agents
for BMW, Ford, Alfa-Romeo, Lotus, Mitsubishi), and
a team of
3 BMW 320's were entered into the Macau G.P. Guia
Race, under
the banner "Team Viceroy-Sime Darby". The Guia
Race is the
main event for modified saloons. Manfred
Winkelhock, our No.
1 driver, drove to a convincing victory. The cars
were all
prepared by West German motor-racing specialists,
Schnitzer.
The 1982 sponsorship
Encouraged by this successful debut, B.A.T. Hong
Kong again
participated in 1982, this time sponsoring 2
private entry
Porsche Carreras under the "Team VICEROY" name in
the Guia
Race. Helmut Greiner drove the "Team VICEROY" to a
convincing victory.
The decision to compete in the Guia Race, as
opposed to the
Grand Prix Formula Atlantic event, was made for 3
main
reasons:
1) To prevent a head-on clash with MARLBORO. The
MARLBORO
budget was much larger than ours and VICEROY would
therefore have appeared the poor relation no
matter what
the result on the track. Participation in the Guia
Race
prevented this direct comparison /competition.
2) It is our belief that saloon car racing is more
attractive to Hong Kona people as the cars are
identifiable as similar to those that can be seen
in the
streets. They are more directly aspirational. The
post-
race display of our winning cars created
widespread
interest on both occasions.
3) Saloon cars are more reliable than the Formula
Atlantic
cars. Obviously reliability is crucial since
winning the
race greatly increases the value of the
sponsorship.
The greater reliability of saloon cars was clearly
demonstrated by the failure of any of the MARLBORO
cars
to finish the Formula Atlantic race in either 1981
or
1982.
Promotional strategy
Fundamentally the promotional strateny was
designed to
maximise pre-race activity in order to ensure
significant C:)
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BAT Industries doCUrnent for Province of British
ColUmbia 23 April 1999


9
VICEROY exposure regardless of the race result;
the success
of the promotion should not depend solely upon
winning the
race - The objective was therefore to create a
comprehensive
promotions package which capitalised on the
sponsorship by
generating awareness of the VICEROY motor racing
involvement
amongst the target group of smokers. Due to budget
limitations only a re3atively low level of r-edia
support was
possible, so this awareness had to be generated by
other
means. Briefly, activity was mounted as follows:
Ok
Maw
_7
Sale of Team VICEROY Items
Branded materials such as T-shirts, caps, sew-on
badges etc.
were produced and sold by a team of VICEROY sales
girls
through kiosks set-up in Hong Kong and Macau. The
items
available for sale and the locations of the kiosks
were
advertised in the Macau press, which greatly
stimulated
sales. Sales activity started one week prior to
the race.
The clothing materials collectively made up the
"Team
Uniform", which was worn by all staff connected
with the
promotion.
Media communication
A press conference to unveil the cars was held in
Hong Kong 3
weeks prior to the race. A press conference was
also staged
in Macau immediately after the final practise,
giving
reporters an excellent opportunity to question the
drivers on
their performances in practise and their chances
in the race.
These press conferences were supported by regular
press
releases reporting on the Team Viceroy race
preparations.
BAT Industries document for Province of British
Columbia 23 April 1999
A r- VICEROY -W k-k


10
As a result of winning the race, we were able to
obtain an
exclusive interview with the drivers, wearing
their full team
uniform, on Hong Kong's most popular TV programme
"Enjoy
Yourself Tonight ". This interview lasted for
approximately 8
minutes and, in itself, almost justified the cost
of the
promotion. Whilst TV cigarette advertisinc -i is
still
permitted in Hong Kong, it is very expensive
indeed and any
"free" airtime is highly coveted. A prime time, 30
sec. TV
spot costs approximately 11,000.
The race itself was also televised live and
achieved 1~2 hours
of airtime as the VICEROY car led from start to
finish in
both years. VICEROY exposure during this live
coverage was
very good.
Advertising support
6,000 Team VICEROY car stickers were produced and
distributed
by our sales girls at the sales kiosks and at the
post-race
car display etc. This item proved very popular and
of course
it 'has a residual advertising value.
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POS Posters being placed by sales grits in a
goldsmith's shop
BAT Industries document for Province of British
Columbia 23 April 1999
TN- 1981 F- of BMW s
Heimur Grener's winnng Porsche on d,sPial, after
the Y982 race
T- VICEROY - 160- b-Ig ple.d di-,ly
May ..,1 .1 11.1fil 119hIs (.,,h the car dri-',
IF I IM


POS posters were used in both Hong Kong and Macau.
In both 1981 and 1982 space was rented at a busy
shopping
arcade where the winning car was displayed. Team
VICEROY
sales girls were present sampling consumers and
distributing
stickers.
Conclusion
The two years of VICEROY involvement in the Guia
Race has
provided a highly cost-effective communication,
although luck
has played an important part; MARLBORO's failure
in both 1981
and 1982 greatly increased the impact of VICEROY's
victory.
In summary, the important points we have learnt
are as
follows:
1) winning is exceptionally important, and it is
vital to
select the Team very carefully to ensure that they
have
the best possible chance of victory. Regardless of
the
efforts made to maximise pre-race activity, the
success
and value of the sponsorship is primarily dictated
by
winning the race.
2) Co-operative drivers. In 1982 both Team VICEROY
drivers
were very helpful in satisfying the requirements
of the
sponsor.
3) our sales items proved to be very attractive,
despite the
fact that they were heavily branded. One need not
be
afraid of being over-commercial, providing that
the items
are tastefully designed.
4) The morale of our sales force was boosted by
the success
of Team VICEROY in Macau. This was particularly
valuable
in the light of the brand's declining sales trend
in
recent years.
5) The decision to participate in the saloon car
event and
not the main Grand Prix race was felt to be
correct;
consumers do not perceive a significant difference
in
prestige between the two, and our rationale
mentioned
above was vindicated in full.
6) As with most sponsorships, it is almost
impossible to
mount research to determine its value, and in the
case of
motor-racing this is further compounded by
MARLBORO's
involvement in Formula One, which would tend to
distort
local awareness levels etc. Evaluation of the
sponsorship has therefore been purely judgemental.
7) All promotional communication must be simple
and direct.
In this context our specially designed Team
VICEROY
racing motif, incorporating the Team Title, was
very
effective, and our strategy was to highlight this
symbol
in all communications activity.
CD
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BAT Industries document for Province of British
Columbia 23 April 1999


12
STATE EXPRESS of
London sponsor a
c oncert tour of the Gulf
by Lata Mangeshkar,
the worlds greatest
recording star
In the Gulf markets of the Middle Ea st a large
proportion (up
to 50%) of the population is made up of immigrants
who earn
money from the various skills that they are able
to provide.
Most of the immigrants are Asian and they
represent a very
sianificant part of the smoking population of each
Gulf
market.
Up to 1978 STATE EXPRESS 555 had been BAT's
leading brand in
the Gulf and was particularly popular with the
Asian
community as a good 'value for money' cigarette.
It had been
heavily promoted by a pack redemption scheme
(offering
premiums such a S china and cutlery), and
advertising
support.
Then in late 1978 the new style cream and gold
chevron pack
was introduced to conform to the STATE EXPRESS
international
campaign. The pack redemption scheme was
discontinued at the
same time.
The result was an immediate fall in volume and
market share.
Recovery plans
In order to try and recover the situation and to
reassure
smokers that the brand was the same as it had been
in the
old style pack, various promotions were launched
between
1979-1980. These included the sponsorship of
football
matches, both local and those involving the visits
of famous
international teams. This activity was also backed
by
considerable supporting work from the field force.
The other major factor was the decision in early
1981 to
position STATE EXPRESS 555 as a price-competitive
brand, and
this has resulted in halting the decline and
putting 555 once
more onto a progressive trend.
CD
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BAT IndustrieS document for Province of BritiSh
ColUmbia 23 April 1999
Q Ext- tpsis
ST.--.TL 11
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13
During the past 2 years or so increasing
restrictions on
communications concerning the promotion of
cigarettes have
been evident . The sponsorship of sporting events
in
particular has been effectively banned. In an
effort to find
~n acceptable alternative which would convey the
desired
imagery and appeal to the Asian immigrants, the
decision was
made to sponsor a concert. tour.
This could not only be very popular with the Asian
community
.hose main recreations are the cinema and music,
but would
also be acceptable to the various Arab State
authorites.
It was quickly apparent that a world famous Indian
singer,
Lata Mangeshkar, would be by far the most popular
choice of
possible visiting artistes for the Asians in the
Gulf. Lata
Mangeshkar was described once by Time magazine as,
the
"indisputable queen of Indian playback singers".
She is
recognised by the Guinness Book of Records and
Time magazine
as the greatest recording artiste of all time,
having sung
and recorded more than 30,000 songs. Lata retains
the
supreme range of musical expression that has made
her a
unique performer.
She has sung at concerts held at the Albert Hall
in London
and Carneoie Hall and Madison Square Gardens in
New York and
many other well known international venues.
However, she had
never before sung at a sponsored concert and so
when the
agency invited her to do a concert tour of the
Gulf States
sponsored by STATE EXPRESS of London she was at
first a
little hesitant. However, she had never before
sung in the
Middle East where she knew that she had very many
fans. So
she agreed to a 2~ week tour to include 7
concerts.
The sponsored concert tour
The concert tour party consisting of Lata, 5
supporting
singers and 'her own 12 piece orchestra were flown
in from
India.
The concerts were held at well known prestige
clubs and
hotels in Dubai, Abu Dhabi, Bahrain and Kuwait and
were
attended by numerous VIPs including ambassadors
frorn Saudi
Arabia, Kuwait, India, Pakistan and Bangladesh.
The Minister
of Culture in Bahrain gave a speech of welcome and
Sheikh
Faisal also attended a concert bere. Each concert
attracted
a full house which ranged from over 500 in the
Sheraton Hotel
in Bahrain to over 8,000 at the open air Nasr Club
in Dubai.
At Bahrain's Juffair Indoor Stadium it was
estimated that an
extra one thousand (in addition to the 2,500
capacity
audience) attended by swapping tickets at the
intervals. At
the Andalous Cinema in Kuwait, the Director of
Kuwait Cinemas
commented that it was the first time that they had
completely
filled this huge cinema (1,900 capacity!).
At the end of each performance Lata Manaeshkar
from the stage
thanked STATE EXPRESS of London for having
sponsored the C=)
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BAT IndustrieS document for Province of BritiSh
Columbia 23 April 1999


14
tour - Following the last show she also offered to
sign an ad
thanking the organisers and STATE EXPRESS. This
appeared in
the local Kuwait press.
Supporting advertising
The concerts were well supported by pre event
publicity in
the form of receptions for guests and VIPs at most
of the
venues and VIP lounges were suitably decorated
with STATE
EXPRESS signs . Leaflets printed in English and
Urdu were
distributed well in advance and extensive press
advertising
was carried out both pre and post concert in each
country.
STATE EXPRESS theme advertising was run
concurrently in the
Pan Arab media.
Each stage was backed by a large sign in STATE
EXPRESS
colours:- "STATE EXPRESS of London brings Lata
MangeshRar in
concert". r1j
CD
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BAT Industries document for Province of British
Columbia 23 April 1999
Top Let, I~ pe,fo,-- T- R,gM. SI.g. b-dong. Borrom
Left. S*i-1,rtq girls n VIP lounge Bottom Right.
VIP lounge.


75
High quality, full colour programmes with a STATE
EXPRESS
branded front cover together with branded 'T'
shirts were
handed out free with each branded ticket.
~;umrnary
Overall, due to the popularity of Lata Mangeshkar,
it was
seen by all as a most successful tour. It far
exceeded the
organisers' expectations. As a sponsorship it went
a long
way to achieving its objective of rebuilding and
reinforcing
the awareness and image of STATE EXPRESS amongst
the
immigrant Asian community and in regaining
considerable
goodwill towards the brand.
'555 MARLIN WORLD CUP'
- B.A.T Mauritius sponsor
a new event in international
game fishing
A new 2-week event in international game fishing
took place
i Mauritius at the end of last year. The event was
staged
from the island's top fishing club, the "Centre de
Peche".
It was the first Marlin World Cup and was created
primarily
to promote to the outside world one of the main
assets of
Mauritius - big game fishing.
Mauritius offers superb facilities for big game
fishing with
the best fishing grounds in the world for Blue
Marlin. The
event will not only publicise Mauritius to the
world-wide
game fishing fraternity but will also serve as an
added
attraction to tourists.
In this context it is worth mentioning that
Mauritius held
the world record for Blue Marlin (1,100 lbs) until
very
recently, and still holds the world record for
Blue Shark
(400 lbs) and Bonito (41 lbs), as well as many
other..African
records.
The sponsorship
BAT Mauritius quickly saw that the event would he
an idpal. CD
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BAT Industries document for Province of British
Columbia 23 April 1999


16
medium for the promotion of STATE EXPRESS 555 -
both locally
(where the brand is manufactured and is BAT's
premium local
cigarette) and also with considerable
international spin off.
Negotiations were commenced with White Sand Tours,
the
organisers, at an early stage but the opportunity
to secure
naming rights to this new world title event arose
at short
notice. In fact the agreement was not signed until
2 weeks
before the competition was due to start, leaving
very little
time to make all the necessary arrangements.
Basically, the sponsorship agreement was that
B.A.T. would
pay for the prizes - a trophy and replicas
designed and
created by Garrards of Regent Street, London at a
cost of
Z8,000. For this they would secure the naming
rights to this
world title event for a three year period.
The agreement included the condition that all
materials
produced in connection with the event must be
approved in
advance by B.A.T. Mauritius and must bear the name
of the
event ie. "555 Marlin World Cup - Mauritius".
Shortly before HAT Mauritius had concluded their
sponsorship
agreement with the organisers for the major
sponsorship
rights, British Airways and B.N.P.I. (Banque
Nationale de
Paris Internationale) had concluded an agreement
to sub
sponsor the event by producina posters and
inflight
brochures.
The communications programme
Apart from the posters and brochures produced by
British
Airways and B.N.P.I. a press conference was held
which was
attended by both TV and international press
representatives,
all of whom were given a folder containing
photographs of the
trophies, a press release and a copy of the
official
programme.
Throughout the competition the media were kept
fully up-to-
date on event activity and the coverage obtained
on local
radio and TV and in the press was most
satisfactory.
international media coverage however was
disappointing,
probably due to lack of a world news story during
the
competition - such as a record catch being
recorded.
555 advertising was used effectively throughout.
The trophy
and replica were prominently displayed at the
press
conference and throught the comiDetition at the
Centre de
Peche with a 555 banner in the background. 555
signs were
strategically placed at the entrance to the club,
at the
weighing bridge, at the score boards and the
restaurant.
555 stickers were placed on participating boats.
555
T-shirts were given to participants and officials.
555
cigarettes were sampled at the various official
functions.
A souvenir magazine. with a 555 ad (from the
international
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BAT Industries document for Province of British
Columbia 23 April 1999


17
advertising campaign) on the back cover, was
printed to
provide all details of the competition, including
the rules
and regulations, prizes etc.
Summary
The competition was won by a French team, while
the biggest
Marlin was caught by a South African analer.
Although 48 participants divided into 12 teams
from 5
different countries took part - Finland,
Australia, South
Africa, France and Mauritius this was fewer than
had been
anticipated by the sponsors. This was partly due
to the fact
that it was the first competition of this series
and also to
insufficient time in which to arranqe for more
effective
international publicity.
Initially this was entertained primarily as a
local but well
worthwhile sponsorship for STATE EXPRESS 555. The
opportunity arose albeit at short notice, to
obtain naming
rights for this as a World Title event at a
relatively
moderate cost and one which, because of its world
status it
will be possible to expose in future to a very
much wider
audience.
IRU
IS.
BAT Industries document for Province of British
Columbia 23 April 1999


I
M, T industries document for Province of British
Columbia 23 April I -TRI