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Viceroy Cigarettes

Viceroy Cigarettes Rich Lights


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VICEROY RICH LIGHTS island give-away promotion

The VICEROY sweepstakes was the first of a pre-planned, long-term "in a Class by Itself" promotion, which aims to establish the image of RICH LIGHTS as an exclusive luxury cigarette. In the January 1980 issue of "Marketing News" we reported on the initial launch of this promotion, details of some of the prizes and the back up advertising support. We now quote from Brown & Williamson's "Tobacco Talk", March 1980 which describes part of VICEROY RICH LIGHTS second quarter promotion plan for 1980:
- RICH LIGHTS' search for perfect prize ends on island Sweepstakes are not exactly unique in the world of product promotions. There have been drawings for cars, jeweler, trips around the world, even dates with celebrities. But now, RICH LIGHTS cigarettes have come up with a sweepstakes that truly is "In a Class by Itself. " It's giving away an island! "To my knowledge, " says Alan Forsythe, RICH LIGHTS assistant brand manager, "this is the first time anyone's ever given away a whole island! It is unique and what better prize to reinforce the RICH LIGHTS theme of "In a Class by Itself. " The island sweepstakes is part of RICH LIGHTS' second quarter promotion plan this year. A two-page ad explaining the contest, coupled with a store redeemable free pack coupon, will apear in about 40, 000 copies of popular magazines. 'Once in a lifetime' opportunity Once it was decided to hold a sweepstakes, prize ideas were kicked around during a creative session that included Bonnie McCafferty, RICH LIGHTS senior brand manager; Bob Humberson, RICH LIGHTS brand assistant; Dick Veatch, manager, Brand Promotions; Forsythe and John Acken from Action Marketing, a marketing consulting firm. "We were looking for something of a 'once in a lifetime opportunity' nature, something larger than life, unique yet attainable, " Forsythe says. "Something that could take the direction of a Walter Mitty experience. " Trips were considered at one point... but not the usual type trip. "We even wrote to NASA to inquire about the possibility of a trip into outer space, " says Forsythe, who is smiling... but not kidding. NASA did not give the trip an A-OK and turned down the request. Then the island idea came up. Once there was agreement, wheels started turning to locate an island.

1980

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