Anne Landman's Collection
for Your Information New Orleans Taxi Ad Opportunity
Abstract
This 1996 Philip Morris (PM) memo from a Philip Morris Issues Manager demonstrates PM's strategy to target legislators with "issue advertising." Issue advertising is advertising that Philip Morris creates to make a favorable impression on legislators.
In this memo, the cigarette company's government affairs and media specialists discuss plans to rent ad space on hundreds of taxi cabs in New Orleans at the time when a meeting of the National Conference of State Legislators was in town, because, after all:
"During NCSL, state legislators and their families may take a lot of cab rides."
The memo also suggests they consider including 501(c)(3) groups (nonprofit groups) in the plan. Philip Morris set up and/or backed numerous nonprofit groups that served its interests, like smokers rights groups, groups against government intervention, etc. It is likely that these are the types of nonprofit groups that the writer, Josh Slavitt, is referring to.
Fields
- Quotes
DATE: May 6, 1996
Circ: Cappie Alverson Karen Chaikin Derek Crawford Pat Piscitelli Barbara Trach
cc: Tina Walls (cover only)
SUBJECT: New Orleans Taxi Ad Opportunity
Tina forwarded the attached materials to me from Jack Dillard.
Taxi Ads, Inc. provides ad space on and inside taxicabs -- a triangular rooftop sign, a trunk sign and an inside door panel sign. A photograph of the ad space is provided (and no smart comments about the ad for "Maiden Voyage, World Class Gentleman's Club").
A minimum contract would run for three months and according to the rate card, rates vary based on the location and the number of cabs used. As an example, Taxi Ads, Incl charges $195 for each triangular sign for teh first 100 cabs which comes to $19,500 per month for three months. Currently, the company has access to 500 cabs.
With NCSL running in New Orleans this summer, please consider any issue advertising that might be appropriate for this venue: Accommodation, It's The Law, FET [federal excise tax], etc. We might also want to consider 501(c) 3 groups which might have an interest in running ads. During NCSL, state legislators and their families may take a lot of cab rides.
Please review and return the attached materials to me.
- Company
- Philip Morris
- Author
- Slavitt, Joshua (PM Issues Manager, 1992; Dir. of Policy & Programs at PMMC,)Handled "It's the Law" program for Philip Morris
- Recipient
- Piscitelli, P.
- Trach, Barbara (PM Corp. Affairs '90-94; Senior Program Manager, 1995)Contact person listed on promotional letters for Philip Morris' "Ask First, It's the Law" program. Worked in PM Public Affairs, circa 1990-94, was PM Senior Program Manager, Public Affairs department in 1995.
- Alverson, Cappie (PM Public Affairs Manager)USA
- Chaikin, Karen (PM Trade and Business Programs Manager)Later become involved with youth smoking prevention programs at PM.
- Crawford, D.
- Region
- Louisiana
- Type
- MEMO, MEMORANDUM
- Litigation
- Stmn/Produced
- Named Person
- Dillard, Jack (Regional Director, PM Government Affairs circa 1993-96)Regional Director of Philip Morris Government Affairs, circa 1993-96. Was a Texas lobbyist for PM 1993-95.
- Walls, Tina A. (PM St. Gov. Affairs VP, c.1996)Vice President of State Government Affairs for Philip Morris circa 1996
- Operation/Project
- Accommodation
- It's the Law (Retailer program)Program to encourage tobacco retailers to check identification for age of purchasers, and to post PM-supplied signage indicating that they would do so.
- Named Organization
- Maiden Voyage
- National Conference of State Legislatures (Group representing state legislators nationwide)
- Taxi Ads
- World Class Gentlemans Club
- 501 (c) 3 Groups (Nonprofit organizations)
- Subject
- advertising
- advertising activity
- advertising campaign
- advertising medium
- target market
- legislative event
- legislator
Document Images
