||Cigarette trademarks and travel: what is the attraction?
These days, at least in Britain, one can hardly open up a Sunday color supplement without seeing an ad urging us to go on a holiday abroad - through SILK CUT, PETER STUYVESANT or MARLBORO.
It all began about two years ago in the United States when Reynolds advertised "CAMEL Expeditions". These were adventure holidays - a schooner voyage in the Caribbean, a jungle expedition in Ecuador, or a canoe/camping trip in the Maine wilderness. As reported in "Marketing News" of June 1981 the whole-page color magazine ads featured the CAMEL cigarette pack, and bore the obligatory health warning. But there the 'promotional' link appeared to end. The holidays were an open offer: no proof of purchase required. The holidays, by their nature and through their visual presentation in the ads, were an extension of the CAMEL international advertising approach in which a rugged outdoor- man is the dominant element, and the copy line "Where a man belongs" was used for both the cigarettes and the holidays.
Then, later the same year, came PETER STUYVESANT holidays in Britain. But this one was built on a specially created tour operating company which was offering holidays on a direct-sell basis, so cutting out the usual retailer's mark- up of ten percent. The venture into travel was described as "a serious entry into the quality end of the market", with holidays in such places as Hong Kong, Fiji, Jamaica, Hawaii and Greece. SILK CUT's Master class holidays are 'theme vacations' involving educational programs of one sort or another. They include cookery tuition or a study of wines in France, sailing in Greece, scuba diving in Malta, and tennis in Portugal. This too appears to be a direct-booking enterprise.
New in Britain are MARLBORO Adventure Holidays, which all contain some element of adventure. Green Star holidays add some spice to normal holiday life: Red Star holidays are much more active: and Black Star holidays are described as "only slightly more comfortable as joining the Foreign Legion" (e. g. dog sledging in Greenland, underwater exploration in the Red Sea, or an 'impossible' ski run down Mont Blanc).
These holidays can be booked through local travel agents. This is a clear trade mark diversification, which is very much in keeping with the MARLBORO trade mark image of masculine, adventurous activity.