THE Slendertone slimming machine maker has signed a six- figure contract with the Cheshire public relations agency, 25th.

The deal, which sees 25th PR servicing the company's communications across Europe, will run until April 2007.

With the focus on brand building and product-specific activity, the 25th PR team will be working closely with its own creative division to implement timely campaigns in line with wider marketing projects.

All UK activity will be managed from the agency's Cheshire base, however, to facilitate overseas activity a pan-European alliance has been set up with PR partners in France and Spain.

CEO

Dr Patricia Smith, CEO of Slendertone's parent company, BMR, said: "Our communications task this year is two-fold; we want PR to help reinvigorate the brand and perform a consumer education exercise - quite a tall order.

"That said, 25th successfully launched our new product into the UK market in 2005 so we are confident in their ability to deliver results both in this country and on the Continent."

Rebecca Ferguson, the BMR account manager at 25th, said: "It is going to be a very busy, but exciting year on this account. While we are focusing on wider brand activity, we will still be undertaking national product campaigns at certain key times of the year."

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