Diageo is investing £2m in an off-trade exclusive promotion for Smirnoff as a follow-up to last year's high-profile win-a-diamond campaign. The competition, which is expected to boost sales by 18%, gives consumers the chance to win one of 20 trips. Winners will retrace the steps of the Russian founder of the brand, Vladimir Smirnoff, who emigrated from Moscow to New York via Istanbul and Paris. They will stay in luxury accommodation, attend VIP events and the Global New York Smirnoff Experience - a night of entertainment being staged by the brand. Activity includes TV, press and online advertising, plus a digital campaign, PR activity and PoS material, including 800,000 neck-collars and booklets. The TV ad will run nationally and tell the story of the Smirnoff brand. "This promotion uses the heritage of Smirnoff to highlight its quality, with the chance to win a trip of a lifetime that gives shoppers a big incentive to buy Smirnoff vodka," said Anita Robinson, Smirnoff marketing director.

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