DIRECT: Briefs

HP Bulmer brand Strongbow is embarking on a sampling drive to one million customers through 2000 targeted pubs. The pounds 3m campaign is part of a drive to attract more 18- to 30-year-old drinkers to the brand. The sampling will emphasise Strongbow’s ’Maximum Refreshment, Minimum Effort’ positioning, which was launched in TV ads featuring Johnny Vaughan. Promotion teams will tour UK pubs and offer customers a free pint of Strongbow with a second pint for pounds 1. The push is through Triangle, CPM and RPM.

HP Bulmer brand Strongbow is embarking on a sampling drive to one

million customers through 2000 targeted pubs. The pounds 3m campaign is

part of a drive to attract more 18- to 30-year-old drinkers to the

brand. The sampling will emphasise Strongbow’s ’Maximum Refreshment,

Minimum Effort’ positioning, which was launched in TV ads featuring

Johnny Vaughan. Promotion teams will tour UK pubs and offer customers a

free pint of Strongbow with a second pint for pounds 1. The push is

through Triangle, CPM and RPM.



British Airways is launching a direct mail campaign to target small to

medium-sized enterprises. The campaign, called ’Expect the Unexpected’,

will target 60,000 businesses to drive levels of business travel. The

mailing, through Tullo Marshall Warren, will provide three different

offers.



One offer will provide travellers with free valet parking at Heathrow,

another offers free access to a new business-class lounge, and a final

offer provides pounds 25 of duty-free goods.



WWAV Rapp Collins has appointed Kate Marber to the new post of

commercial director. Marber joins WWAV from internal communications

specialist agency Smythe Dorward Lambert, which sits beside WWAV in

Omnicom’s Diversified Agency Services group. Marber’s brief includes new

business and internal communications. She has considerable experience in

advertising, having spent several years at TBWA, including a spell as

new business director.



Room Service Deliveries, a company which delivers meals direct to homes

across London, is offering companies the chance to advertise on its menu

directory. Companies already using the menus include Diners Club

International, Budweiser and Coca-Cola. The brochure enables food and

drink companies to position advertising next to the restaurant menu,

which is distributed to 250,000 targeted customers.



Eastpak is launching an on-street campaign to support its range of

rucksacks.



The promotional activity will involve the UK’s champion sumo wrestler,

Steve Pateman, handing out copies of Eastpak’s latest leaflets in

London, Nottingham and Brighton. The ads feature the line ’Built to

resist’ and show two sumo wrestlers wearing nothing but Eastpak bags

around their waists.



Nancy Dull, former head of marketing at ICD Marketing Services, is

joining Barraclough Hall Woolston Gray as a senior planner, working on

the Barclaycard and Grattan accounts. Before ICD, Dull worked at The

Franklin Mint.



British Airways’ low-cost airline Go is celebrating its first birthday

by sending a voucher to every customer who has ever booked a flight with

the company. The voucher gives customers pounds 20 off another flight.

700,000 people have so far travelled with Go.



Novartis health care brand Savlon has mailed all 25,000 UK primary

schools offering them a pack of teaching aids and posters. Over half

have requested the material. The programme is through Fingerhut

Associates.



Corel, the graphics software manufacturer, has appointed Big Picture to

handle its field marketing. The agency will also implement a nationwide

merchandising campaign with retail outlets across the UK including

Dixons and Electronics Boutique. Big Picture will manage a team of

support staff to handle in-store marketing, staff training, and in-store

promotions.



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