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CAMPAIGN NEWS: Pierluigi Collina endorses Sappi's multinational campaign

Pierluigi Collina endorses
Sappi's latest campaign

Sappi has launched a sales promotion campaign designed to increase sales of its premium coated paper.

Hunterskil Howard, a marketing communications agency, will run the integrated campaign. It will run for six months and be targeted at eight large paper merchants and 2000 printers across Europe, Mexico and South Africa.

Via DM pieces and a supporting promotion website, the incentives on offer are 80 Grand Prize trips to the 2010 World Cup. Sappi are looking to get at least 600 printers to register on the site and participate and hope to emulate sales from two years ago prior to the economic downturn.

The campaign is endorsed by former football referee Pierluigi Collina, famous for being the ‘world's best football referee'. Hunterskil Howard says Collina was chosen to endorse the campaign because his "international reputation for ‘making the right decision' is being used to guide printers to perfect print results."

Caroline Hollings, MD, Hunterskil Howard, highlights the fact that Sappi is not an official sponsor of the World Cup and claims it was necessary to use Collina as a high profile endorsement as it was the only way the brand could develop the desired association whilst staying within the confines of the law. She says, "Using Collina who refereed the 2002 final helps make the association without infringing copyrights."