MULTINATIONAL SPIRITS and wine group Seagram has enlisted Scandinavian airline SAS in a ruse to exploit an apparent loophole in Nordic legislation banning the advertising of alcohol. Advised that the law in question does not cover UK-originated direct mail, Seagram is harnessing a powerful new relational database of SAS customers and duty-free buyers to promote its brands to Scandinavian consumers. Crows Seagram trade marketing director Christian Vorbeck: 'Direct marketing can clearly undermine the Scandinavian legislation, which is why the SAS database has enormous potential for Seagram. There’s also a possibility that we may widen the partnership to include British Airways.' The planned campaigns include loyalty magazines, new product launches and special promotions - all mailed out of the UK. Claydon Heeley International was recently appointed to grow the database.
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