E & J Gallo has launched a new multi-million pound integrated marketing campaign to support its vodka brand, New Amsterdam Vodka.
Created specifically to appeal to a millennial audience, the It’s Your Town campaign, which kicked off last week, incorporates television, digital and outdoor advertising, PR and social media activity, sampling events and trade marketing. It focuses on the creative scenes in four UK cities – Glasgow, Manchester, London and Birmingham – highlighting what makes the millennials’ perfect night out.
Made using the finest Missouri and Nebraska grains, five times distilled and triple filtered, New Amsterdam not only boasts cool credentials but has a soft and smooth mouth-feel too. It is the fastest spirits brand to ever reach 1m cases sold in its first year in the US.
The campaign is supported with a multi-million pound national advertising campaign spanning television, on demand and digital channels, targeting key sporting events such as the Rugby World Cup 2015 and key Premiership fixtures, and comedy, drama and lifestyle programming across popular channels such as ITV2, Sky and Channel 4.
As part of the digital campaign, four “influencers” will showcase the creative side of their own town through video clips, booklets and tasting tours, giving an exclusive insight into each city.
Olga Senkina, marketing director EMEA for E&J Gallo, said: “This is a very exciting launch for us. New Amsterdam Vodka has enjoyed tremendous success in the US and we are confident that will be replicated here in the UK. The integrated campaign is directed at millennials who are looking for more than just a new drink. They want to belong and share their experience and It’s Your Town provides them with the perfect platform to do this.”
Named for the old name of New York City, New Amsterdam Vodka is available nationwide from leading retailers with a recommended retail price of £16.
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