EXCITE AND GUINNESS LINE-UP FOR SMIRNOFF EXPERIENCE
By Adnews Staff
Excite Canada and Guinness UDV's Smirnoff vodka have teamed up for a promotion called "The Smirnoff Experience," an entertainment Web site at <http://smirnoff.excite.ca>. The site is aimed at the "urban clubgoer" and contains information on events taking place at Canadian clubs, drink recipes, local club listings, music clips and columns on sex, dating and relationships. The content is updated every Thursday in order to catch the weekend. "Our goal is to deepen the relationship with the Smirnoff consumer by offering them an entertaining and useful place to enhance their urban clubbing lifestyle," said Laura Bruce, brand manager for Smirnoff at Guinness UDV. To promote the site, Smirnoff and Excite are inviting clubgoers to submit ideas on how to "Ice the line-up," or beat the worst line-ups at popular clubs. The contest winner will receive a trip to the Smirnoff International Fashion Awards in Toronto on November 29. An integrated communications program including radio, print and online advertising and in-bar promotions in Toronto and Vancouver is supporting the contest. Created by Zoggen of Toronto, radio and print advertising will run until the end of the contest on November 8. Online advertising and in-bar promotions will continue as ongoing activites to promote the "Smirnoff Experience."