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Peter Mielzynski Agencies readies Skyy Vodka promotion

Alcohol importer Peter Mielzynski Agencies has formed an agreement with Alliance Films. Under the terms of the deal, Skyy Vodka will be the official spirits sponsor of the upcoming film Sex and the City, which will be released on May 30. The agreement includes a presence for the brand in the movie's promotional campaign and branding exclusivity at film premieres. The film's title treatment will also be used in marketing initiatives for Skyy. The program is similar to the co-promotion being conducted between Skyy Spirits and New Line Cinema in the US. "Sex and The City's famed cocktail culture offers the perfect promotional tie-in for Skyy Vodka," said Chris Ronikier, national marketing manager at Peter Mielzynski. "We are excited to be a part of this high profile film that is has become a cultural phenomenon. It's about women living and enjoying life, being who they are and feeling good, which is the essence of SKYY." Advertising support for the brand related to the film will include national poster and radio advertising, as well as out-of-home advertising in Toronto.

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