Smirnoff To Sponsor New Year Travel

For the second successive year, Viacom Outdoor has secured Smirnoff Ice to sponsor free evening travel across the Underground network, the DLR and London’s buses on New Year’s Eve.

The special campaign, negotiated by Viacom’s special projects team Impact, is part of a £1.4million deal which will give Smirnoff Ice joint sponsorship of free travel throughout the capital alongside Transport for London and the London Underground.

Smirnoff will gain exposure on a number of Viacom Outdoor’s bus, underground and rail sites as well as through the distribution of 300,000 leaflets.

Philip Gladman, marketing director at Smirnoff, commented: “We are delighted to be sponsoring free travel for New Year’s Eve on London Transport for the second year running with our ‘Christmas Made Clear’ campaign. We hope the Smirnoff Ice posters will make people smile during the festive period and it’s great that we can help people celebrate without having to worry about driving home.”

Nicky Cheshire, sales director at Impact, added: “Sponsorship of free travel in the capital on New Years Eve is unique in that it strikes a real chord with a young, yet elusive audience and so delivers immeasurable value to the brand and all parties concerned.”

Last month, Viacom Outdoor launched a new initiative to allow brands to advertise on ticket gateways on London Underground’s tube network (see Viacom Outdoor Launches Ticket Gateway Advertising).

Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk

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