'Journey of a lifetime' offer from Smirnoff
Diageo is giving off-trade consumers the chance to win one of hundreds of luxury trips retracing brand creator Vladimir Smirnoff's journey from Moscow to Istanbul, Paris and then New York.
The competition will run on 800,000 neck collars and booklets on 70cl bottles from March, and will be backed by a £2 million marketing campaign, including heavyweight TV, press and online advertising.
New TV ads will tell Smirnoff's history, while online advertising and marketing aim to personalise the story and bring it to life.
Smirnoff marketing director Anita Robinson said: "This promotion communicates the quality of Smirnoff vodka by telling the heritage story, and the chance to win an incredible 'journey of a lifetime ' offers a highly motivating incentive to prompt purchase of Smirnoff. The promotion will drive footfall into outlet and offers retailers an increased profit opportunity. We anticipate an increase in sales of 18 per cent as a direct result of this campaign."
Smirnoff is the UK's leading spirits brand and grew sales by 13 per cent in the year to Jan 26, according to the latest Nielsen figures.