New Amsterdam gets multi-million pound push

E&J Gallo is targeting the millennial market with a new multi-million pound integrated marketing campaign for New Amsterdam Vodka.

New Amsterdam Vodka has launched a new multi-million pound marketing campaign

Titled “It’s Your Town”, the campaign encompasses TV, digital and outdoor advertising, PR and social media activity, sampling events and trade marketing, focusing on what makes the perfect millennial night out in four UK cities – London, Birmingham, Manchester and Glasgow.

The campaign will be supported with a multi-million pound national advertising campaign over TV, on demand and digital channels, targeting key sports events including the Rugby World Cup 2015, as well as popular programmes across channels such as ITV2, Sky and Channel 4.

In addition, “influencers” will share the creative aspects of their towns and cities through video clips, booklets and tasting tours.

“This is a very exciting launch for us,” commented Olga Senkina, marketing director EMEA for E&J Gallo. “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.”