Beefeater launches #MyLondon campaign
The campaign, entitled ‘This is My London’, begins this month and will introduce three real Londoners through a series of short films which will share their lives online. The films will be promoted further through social network sites like Twitter accompanied by the hashtag, #MyLondon. Then, during Spring/Summer 2013, the company intends to launch 'Beefeater #MyLondon Limited Edition' – a new bottling available in both the on- and off-trade.
Consumers will be encouraged to submit their own photos of what ‘#MyLondon’ means to them on the campaign website, beefeaterginmylondon.com by 18th November 2012 for the chance for their design to feature on the bottle. The competition will be supported by a partnership with Central St Martins College of Arts and Design, as well as a targeted print and digital media campaign.
Adam Boita, marketing manager at Pernod Ricard UK, said: “We believe the ‘This Is My London’ campaign really showcases the spirit of Beefeater Gin and contemporary London. Therefore, we’re confident it will resonate with consumers and engage our target audience, whilst raising the profile of Beefeater around the UK.”
