Diageo extends partnership with Ramsay

Diageo GB is to extend its partnership with Gordon Ramsay with the launch of a £3.5 million off-trade marketing campaign for Gordon's gin.

A press, outdoor, digital and poster advertising campaign kicks off on September 1 and will run until June 2009. Gordon's gin will also be the sponsor of the new series of Ramsay's Kitchen Nightmares.

The messages in the print and outdoor adverts will come direct from Gordon, featuring quotes such as ‘I always leave a tip, serve Gordon's' and ‘My tongue might be sharp, but my gin isn't'.

The new Gordon's activity forms part of Diageo GB's ‘Raise Your Spirits' campaign.

Kathy Sawtell, Diageo GB gin marketing manager, said: "Over the past year, the Gordon's advertising campaign with Gordon Ramsay has been highly successful and has helped consumers to understand that Gordon's is a sophisticated gin of unparalleled quality. We're extremely pleased that we can continue our partnership and hope that the new campaign will help to build on the success of last year whilst creating additional sales opportunities for retailers."

In addition to the campaign, Diageo GB is launching a consumer website for Gordon's in September. Features include an interactive journey through the history and heritage of Gordon's gin and tips from Ramsay on how to make the "definitive" gin and tonic. Consumers can also sign up to the Gordon's Gin loyalty programme, enter prize draws and receive special offers.

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