Reuters extends brand with trial of internet cafes

Reuters is to launch an internet cafe brand called Refresh, and is

in talks with agencies about a marketing campaign.



The global information provider will unveil the first Refresh cafe on

Fleet Street, next to the Reuters corporate HQ, late next month. Should

the trial prove successful, Reuters is expected to roll out a chain of

outlets.



Refresh will offer food and drink and allow customers to browse the

internet or relax on sofas with a selection of international

newspapers.



A Reuters spokeswoman confirmed that the launch would take place next

month, but declined to comment on any plans for a roll-out.



'We are talking to a number of agencies about supporting Refresh with

advertising and marketing activity,' she said. 'We haven't decided

exactly what form this will take and are canvassing ideas.'



The launch comes as Reuters looks to diversify its brand into new

areas.



It recently launched Kalends, a database of future events, appointing

BMP DDB and Lambie Nairn to handle its marketing.



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