Eidos picks Rainey Kelly for Tomb Raider global launch

Computer games publisher Eidos has appointed Rainey Kelly Campbell Roalfe/Y&R to handle global advertising for the launch of the latest addition to the Tomb Raider series, Tomb Raider: Legend.

The agency won the account following a competitive pitch against a number of undisclosed agencies. It is believed that Feref, the agency that handled the &£2m global launch of Tomb Raider: the Angel of Darkness, was involved.

It is understood that Eidos is planning to roll the game out next spring and is expected to invest over &£2m in the launch. It will be available on the next-generation Xbox 360 format, as well as PlayStation 2, PC and handheld platforms.

It is understood that Eidos is hoping that the launch will rejuvenate the Tomb Raider brand and appeal to hardcore gamers as well as new consumers. Industry observers say that the game’s heroine Lara Croft suffered from over-exposure, but Eidos is hoping a revamped heroine and news features will return the game to its previous form.

Tomb Raider and Lara Croft have been a global success for Eidos, becoming household names.

In 1999 Eidos and SmithKline Beecham, now GlaxoSmithKline, signed a four- year brand tie-up between Lara Croft and the Lucozade energy drink brand in a &£25m ad blitz (MW April 22, 1999).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here