Kicking off the effort is an outdoor campaign in 105 major towns in Russia and a magazine campaign (Elle, Cosmopolitan, Geo, Seven Days and XXL), both inviting consumers to send three coupons from L&M packs to take part in a competition.
Prizes include 10,000 mini-radios, computers, meditation balls and African tam-tam drums. Up to 70 participants can win a free trip to an unspecified location called "Global Village."
Supporting the media campaigns is an event-marketing push handled by Union Linx promotional agency involving a concert tour in eight leading towns featuring world famous DJs. -- Sergey Rybak
Copyright June 2001, Crain Communications Inc.