- 13 Pieces of Coverage
- Audience Reach: 62,000
- Print Circulation: 142,000
- 599 Social Shares
- 19 Minutes of Air Time
- Audience Reach: 6.86 Million
4media group recently worked with Japan Tobacco International (JTI) on a combined broadcast and news generation campaign fronted by Steve Wilkins, JTI’s Anti-illicit Trade Director and former Detective Chief Superintendent. The campaign looked at the rise of illegal tobacco and cigarettes in Staffordshire which was found to contain asbestos, mould, dust, dead flies, rat droppings and human excrement.
JTI’s research, run by our in-house research division, Atomik Research found that 86% of smokers in Staffordshire have been offered illegal tobacco in the last 6 months. 47% said they would consider purchasing it. The fact that it’s readily available is the reason over half of smokers in Staffordshire (51%) buy illegal tobacco, followed by ‘saving money’ (48%), smaller packs not being available (30%) and it tasting the same as legal tobacco. Worryingly the research revealed that 1 in 3 retailers in Stoke have been found to be selling illegal tobacco.
The client specifically requested regional coverage in and around Staffordshire, a goal that was met successfully by our experts. They achieved this securing coverage on the Stoke Sentinel in print and online, West Midlands Express and Star in print and online and the Shropshire Star. Our media team also secured interviews on Stafford FM, Touch FM and Moorlands Radio. View the full campaign coverage here.