The internal roadshow, commissioned by BAT's group research and development division, begins in November as part of a three-day conference for BAT senior managers.
The second phase of the project will start in January when an exhibit will be permanently installed at BAT's centre in Southampton for stakeholders and new staff to visit. The final phase will then run for around six months, where elements of the experience will tour globally.
Crown managing director Nicky Havelaar said: "This is a great project for us, as it allows us to use the full breadth of our creative and production talent."
The BAT account is among business that was carried out by former agency Acclaim, which was acquired by Crown in August following a financial downturn.
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