Manchester company VIP E-cig was set up five years ago to target the growing market in E-cigs. Based in Radcliffe, the company has gone from strength to strength and was purchased by American company Victory in a deal worth around £30m.

VIP E-cig needed some PR support to maximise awareness of this story as well as promote its new advertising campaign, which was to be a prime time TV campaign to promote the range in a tasteful way.

Business interviews followed the news release, meaning the national press was supplemented by detailed features in the likes of Business Insider, and the advertising story was picked up by all the main UK marketing media to round off this B2B PR project.

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