Republic Technologies’ roll your own filters, papers and smoking accessories brand, Swan, is enjoying unprecedented levels of consumer media coverage after the success of its Yamaha team at the MCE Insurance British Superbike Championship.
Swan Yamaha rider Tommy Hill was crowned champion after beating rival John Hopkins by 0.006 seconds, securing a maiden victory for the team. It was a gripping race, heralded as a the ‘race of the decade’ by MCN (Motor Cycle News) magazine, with the pair swapping places five times in the final lap.
“There was fantastic national and international coverage of the race and Tommy’s championship success, with the Swan brand featuring prominently throughout. In the UK, there was coverage on BBC radio, whilst TV coverage included ITV, BBC and Eurosports channels. There was also great cut-through of the brand in national newspaper coverage, which included The Sun, Daily Mirror and Daily Star,” says Mark Alldred, Marketing Manager of Republic Technologies UK Ltd.
“It’s great to be associated with a winning team as it raises the brand’s awareness amongst a wide, but highly targeted audience,” adds Alldred.
The Swan brand was relaunched earlier this year in a move which featured the introduction of a new logo along with innovative new packaging and product formats.