The First Drinks distributed drink is partnering with Bauer Media titles including Grazia, Kiss FM, 4Music, Empire Magazine and Q Magazine.
Bespoke content will include a drive time competition for Kiss FM, branded advertorials across Bauer print titles and sponsored TV programmes across 4music, Kiss and Q music.
All Bauer content will drive traffic directly to the “Meet the Russian Standard” microsite for consumers to enter a competition to win a trip to Russia.
The vodka brand will also launch an on trade and off trade sampling campaign and issue point of sale kits to 600 bars.
Jo Birkitt, senior brand manager for First Drinks Brands, says the campaign aims to build “brand loyalty and knowledge of Russian Standard’s premium Russian credentials”.
The campaign comes as Russian Standard seeks a branding agency to redesign its UK packaging. Last year, the brand appointed My Agency to handle its creative account.