Tobacco Documents Online

SENT BY:Xerox Telecopier 7020 ;12- 8-Ef7 ; 10:40 ; lY MILLANDIVVVN41 ,I~V6641# 1 TELECOPIER COVER SHEET FROM: NAME:~ CITY/COUNTRY: A.) Lrx.00 Tt~x TELECOPIER PHONE:i 72_7'_, .7i?Y.. ~ NAME ; e,~~L~ HILL AND KNOWLTON., INC, 420 LEXINGTON AVENUE NEW YORK, NEW YORK 10017 XEROX 295 - XEROX 495 - XEROX 495 - XEROX 495 - XEROX 495 - DEX 3700 - CONTACT: DIRECT LINE AUTOMATIC #(212) 972-8843 AUTOMATIC #(212) 972-8903 AUTOMATIC #(212) - 210-8868 AUTOMATIC #(212) 210-8882 AUTOMATIC #(212) 210-8883 AUTOMATIC #(212) 210-8866 WASNER MARTINEZ OR TONY 6OODEN (212) 697-5600, EXTENSION 3416 (212) 210-8859 1 GROUP I-II-III GROUP I-II-III GROUP'I-II-III GROUP I-II-III GROUP I-II-III GROUP I-II-III TOTAL # OF PAGES (INCLUDING COVER PAGE; kl CHARGEs ),e' ~ ( 00 u i ~C-Yise '~Cu~ 2mrn.da/ety J

SENT BY:Xerox Telecopier 7020 ;12- 6-87 ; 10:40 ; . , • Memorandum Memo ta; From; 8ubjoctc Dat.: Capl.a: Maura Payne Susan Hullin Projeot "Q" December 8, 1987 .4 9187777684;ii 2 MILLaNo KIVOwLTON Hill and Knowlton, Inc. , International Public Relations Counsel 420 Lexington Avenue New York, New York 10017 212 8a7•5s0o Betsy Annesse, Tom Hidson, Matt Swetonic, Gene McLoughlin, Bob Stone The "Q" Task Force would like you to consider the .following points in your meeting with Herb this afternoon: o Establishing a foundation of scientific credibility is crucial to the successful launch of this product. The R.J. Reynolds Tobacco research and tests have yielded excellent results and thesee need to be presented as we have outlined in previous memos (attached). o The scientific white paper by Seth is •the key communication document f rom which all vommunicationa/marketing programs will evolve. Wp realize the creation of this d,.,:ument and the approva]l process are extremel.y tedious. However, its importance cannot be over-emphasized. We have the resources to assist in each part of the process and stand ready to - help.

SENT BY:Xerox Telecopier 7020 ;12- 8-87 ; 10:41 ; .+ 8187777884;# 3 . HILLANd KvowLYow o Young & Rubioam's advertising campaign focuses on the use of the sketchily defined word "clean" to identify the unique attribute of this product. To motivate consumers to purchase and aome an__d 1Q~a1,, we need to address three ssues': --How do we define "clean" in the fashion we wish consumers to understand it? --How do we motivate consumers to use enough product to become accustomed (and convert) to it? --What tactics do we use for getting consumers to make this socially in? We recommend an umbrella approach to these issueg -- "Smoke smart". Messagee can be developed around a "smart concept" to address each issue. The Q Task Force has brainstormed ideas for tactics to use in a formal marketing program. To fully develop strategies we need resources such as the marketing data Wayne suggested we use instead of our in-house survey. We also want to have you and Betsy actively participate. However,,to give you some bullets, oonsidere 0 offer a 50 cigarette pack as the - introductory (inaugural) packaging at an incentive price. o =nvolve the 100 most influential smoking media -- such as Sally Jesse Rafael or Bill Granger of the Ch o Tr e;- Granger moved his wor gtat on to the smoking room beoause of harassment from his co-workers. ,r %A

SENT BY:Xerox Telecopier 7020 ;12- B-H7 ; 10~41 ~ ~ 9187777684;# 4 . H1LLANC)KNUWLTCIN o PubliciOe scientific presentations to ma j or educational institutions in each market. o Shortly after launoh, run newspaper ads in each market offering toxicological issues. o Consider a smoking celebrity as a gpokesperson.for the brand. o Develop coalitions with restaurant chains and airlines (give product samples). o Create activities that are fun or "feature" news. we have a number of ideas for activities. However, we want to organize them within the parameters of the target audiences and build them on the scientific foundation. For consumers to pay a premium, the product must be viewed as the best in every aspect. we have recently completed research on what motivates consumers to select a premium product. This material is being reviewed and organized. We fee]l it will be a key and integral part of the "Q" plan. This and other data are crucial to developing a targeted successful program. We want to work with you every step of the way. Good luckl Lot me know your thoughts. w 0 ~ w a . ~ CO o•

SENT BY:Xerox Telecopier 7020 ;12- 8-87 ; 10:42 ; .0 8187777684;# 5 -HILL AND /(lVOWLTC3N OR WL)MWNS IN_ KRYR&HP-T8. The following is a list of major institutions of higher learning located in the six "Q" leading markets: Tempa: University of South Florida University of Tampa Mi_„a i: University of Miami xndi1ffi&polig: Indiana University Medical Center Butler University Indiana Centretl University Purdue-Indiana University at Indianapolis ver: University of Colorado Mediaal Center University of Denver University of Colorado Ph,qenix: Arizona State University st._ uiss Washington University St. Louis University Unl.versity of Missouri at St. Louis Southern Illinois University While there are numerous colleges in each market, the institutions listed have schools of science, public health or medicine which warrant attention. Matt and aene are researching the names of key scientists in these markets, as well.