Guinness UDV’s Smirnoff Ice is to sponsor free travel on London transport during New Year’s Eve.
The deal, worth £300,000 was negotiated by Viacom Outdoor’s special projects team Impact, and gives Smirnoff Ice joint sponsorship of free travel alongside Transport for London and London Underground.
Branding will appear on advertising sites across the city, including Viacom Outdoor bus and rail inventory, and there will be joint branding on a number of key London Transport noticeboard sites.
The branding campaign begins on Saturday (December 1) and runs until January 14 next year. Creative work has been devised by J Walter Thompson and media buying is through Carat and International Poster Management.
Impact sales director Nicky Cheshire says: “Sponsorship of New Year’s Eve offers huge awareness for the advertiser among a young, elusive market, as well as generating great sympathy for the brand and all other parties concerned.”