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
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
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
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
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