Philip Morris links with sport in new Russian promo

Published on .

MOSCOW--Philip Morris Russia will embark on a new promotion for its core Marlboro trade mark in May in which consumers are invited to compete in "Adventure Team" events in Moscow, Poland and ultimately the U.S. The chosen team will participate in sports such as horse riding, Jeep driving and parachuting.

Philip Morris will distribute some 230,000 entry forms in discos, cinemas, bars and restaurants and will then organize sporting competitions in seven major Russian cities. Those chosen to go through to the next round of the competition will be trained in a Marlboro sports camp in the Moscow region and later in Poland. Then three people will be selected for the final contest in the U.S.

Ads through Leo Burnett Russia will support the four-month-long promotional push in major monthly magazines such as Playboy, Geo and local motoring publications, as well as in cinemas.

Marco Boss, brand manager for the Marlboro and Parliament brands in Russia, says the budget--which was not revealed--does not represent any significant increase over the previous year.

Copyright April 1999, Crain Communications Inc.

In this article:
Most Popular