doc-alert

Anne LandmanPosting Date:  Thursday, July 28, 2005
R.J. Reynolds Tobacco Company Magna Promotion Concepts.
Company/Source Collection: R.J. Reynolds
Document Date: 24 Mar 1993
Length: 27 pages
Bates No. 514334143/4169
URL of this posting (with document
images):http://tobaccodocuments.org/landman/514334143-4169.html
Document Images also at: http://legacy.library.ucsf.edu/tid/zgd13d00

    This marketing document produced for the R.J. Reynolds tobacco company lists
ideas for reaching young, blue-collar males to induce them to smoke the
cigarette brand "Magna." The proposal suggests targeting truck drivers by
offering promotions like phone cards, listings of all-you-can-eat buffet
restaurants and a "relief team" of attractive women who would "go to surprise
destinations to provide relief for the hard working blue collar workers." It
also suggests capitalizing on American workers' dislike of American jobs moving
overseas by holding sweepstakes where the "target" could win American-made
products, like a lifetime supply of Budweiser beer, a lifetime supply of Levi's
jeans or a Harley Davidson motorcycle. The document suggests ways and places RJR
could contact the "target": at trucking schools, roadside rest stops, bowling
alleys, lunch wagons, "bars around large factories," and at tractor pulls and
drag races.
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  Company 
  R.J. Reynolds 
  Author 
  Compel Marketing 
  Recipient 
  R.J. Reynolds 
  Region 
  United States 
  Type 
  REPORT 
  Named Person 
  Long Haymes 
  Simmons 
  Lamour, Louis (author of western novels) 
  Named Organization 
  Perkins - diner/coffee shop restaurant chain 
  Wal Mart- Global discount department/food store chain 
  K Mart - U.S. discount department store chain 
  NRA - National Rifle Association (lobbying group for gun owners) 
  Western Sizzlin' (steakhouse restaurant chain) 
  Subject 
  promotional campaign 
  promotional merchandise 
  promotions 
  target 
  target market 
  Target/Low-Income (Target Groups) 
  Target/Young Adults (Target Groups) 

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