DESCRIPTION: A comprehensive re-launch of Salem cigarettes for RJ Reynolds incorporating on-premise sampling and national music tours.

PARAMETERS: MSP opened, staffed and managed 20 primary and 43 secondary offices in 25 states. MEP achieved our goal to intercept over 1 million adult (21+) menthol smokers in less than one year. We also produced three 150city tours, completing 48 highly stylized musical fantasy events while managing everything from talent acquisition to technical setup.

PROMOTIONAL IMPACT:Salem was one of the only brands to significantly gain in market share in 2003.