Swedish Match is orchestrating a multimedia campaign to drive roll your own smokers to its virtual pub, located at www.swanweb.com. Ads are appearing in pub-related places such as in washrooms and on beermats. A quirky postcard campaign is also being inserted in magazines such as The Big Issue and Dazed and Confused, designed to reach the target 25 to 35-year-old RYO target audience. The web site is offering a Swan smoking kit and a Swan branded tobacco tin to the first 6,000 people who log on. Visitors can also win DVDs and Ministry of Sound tickets. Swan brand manager Sam Deacon said: "The site is designed as both an online brand building vehicle as well as collecting data for a one-to-one marketing campaign. We hope the site will cement their [the 25-35 audience] loyalty to the Swan brand and continue to build a RYO category which has experienced 45% growth in the last five years." {{MARKETING - P&P }}