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Bobby Charlton helps promote Viceroy cup final in Hong Kong

Following our report in the June issue on the Viceroy 21st Anniversary promotion in Hong Kong, we publish a report from Roger Pethebridge on another recent action in support of Viceroy: "The Viceroy Cup Competition - a knock-out football series - is the most prestigious and lucrative soccer competition in Hong Kong. The Final, played on March 28th, was a sell-out and to make the occasion extra special in this, the Viceroy 21 st Anniversary Year, we arranged for the ex-England and Manchester United football star Bobby Charlton to come to Hong Kong and present the Cup to the winning team. This was Bobby's first visit to Hong Kong and he loved it, and the football mad soccer fans loved him. To help our relations with certain leading department stores a promotion was devised. The stores were presented with a number of specially made Viceroy/ Bobby Charlton T-shirts and photographs of Bobby, and a timetable arranged for Bobby to visit four stores for a period of 40 minutes each. During his visit he autographed his photographs, and one of these and a T-shirt was given free to any customer who had purchased the equivalent of HK$30 or more in the store during Charlton's visit. In return, the stores gave us free window displays, to publicize the visit, a week beforehand. This promotion was extremely popular, and during the course of the day Bobby signed over 800 photographs and a number of T-shirts. Another spin-off from Charlton's visit was a 2-hour coaching clinic given by him to the H. K. Schools International football team, arranged through the Department of Education. All the schools were invited to send pupils to watch but, naturally, there was no Viceroy advertising display present. However, as a P. R. exercise it was invaluable, and it received much press coverage. Bobby's visit lasted six days (including a week-end). British Airways donated a free first class return ticket in return for certain publicity; and a hotel provided free accommodation for him in return for the promise of the "Best Player Award" luncheon after the match. As a result we were able to bring out a personality like Charlton for a little under HK$50,000 (£10219.72). This included his fee and the air fare for sports promoter Ken Stanley, who accompanied him.

1976

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