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Viceroy Cigarettes

Viceroy Cigarettes Classic Full Flavor 13


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The Viceroy Tennis Classic

Two innovations for Hong Kong Tennis Tournaments were introduced for the Viceroy Tennis Classic; tournament season tickets with advance sale prices cheaper than ground admission prices, and V. I. P. boxes for 8 people each (320 all told). The latter were all sold before the tournament began. A great amount of PR accrued to BAT with this innovation. We were lucky to have Rod Laver as a guaranteed player (through negotiation by the HKLTA) and although with total prize money of US $25,000, the Viceroy Tennis Classic was only rated a 'C' tournament in the circuit (and as such clashed with another 'C' tournament in Jakarta). Nonetheless Hong Kong, as a venue, drew some world rated players such as: Charles Pasarell, Colin Dibley, Mal Anderson, Vijay Amritraj, Jim McManus, Fred Stolle and others.
(so named in order to ensure that the press had to mention the name of Viceroy when reporting the event) was held from October 30th to November 4th, 1973 on open-air, all-weather courts, at Victoria Park. Seating for 2, 700 spectators around the centre court was erected by HKLTA (with the help of the Army at a cost of $50,000) - an unexpectedly heavy expenditure item. Ground attendance was low from Tuesday to Friday (though higher than hitherto in Hong Kong), but filled virtually to capacity for Saturday and Sunday. The singles final between Laver and Pasarell (Laver won) and the doubles final (which went to 3 sets and lasted about 3. 25 hrs. ) were most exciting. Several promotional aids were used, such as attractive girls in special tennis dresses to lead the players on court carrying their racquets; usherettes for the crowd and a fashion show of latest ladies' tennis fashions during the semi-finals and finals days of play. BAT Marketing Reps were on duty at the ground, fitted out in specially tailored blue blazers with a Viceroy medallion on the breast pocket, and white trousers. Special Lady Representatives sampled the V. I. P. boxes and there were also two selling kiosks. Good brand identification was obtained on centre court with banners especially placed to pick up the television coverage. On the credit aide, the Viceroy TENNIS CLASSIC did provide our Marketing Team with valuable experience in the running of a major promotion and if the sport does gain in popularity and gains wider television coverage as a result, we should benefit. »


1974

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