Global events in the pipeline for Martini campaign

Drinks brand Martini's new Begin Desire campaign will be complemented by a range of global experiential events, Event can reveal.

Begin Desire includes a short film shot in Italy
Begin Desire includes a short film shot in Italy

The new marketing campaign has been designed to communicate the brand’s core values of artisanship, sophistication, passion and authenticity across a number of platforms.

Event has been told that experiential will be incorporated into this marketing mix through different events in various territories. The Belgium campaign will be focused on experiential activity in particular, with one activation featuring posters designed to display specially-commissioned art that can be won through competitions.

Looking to future event possibilities, Martini is also looking into incorporating the Begin Desire campaign into its partnership with Formula 1.

Begin Desire was launched in Italy on Sunday (26 October) and will be rolled across the rest of Europe from November. Its showcase piece is a romantic short film directed by Jack Scott that was shot in Rome.

Sandy Mayo, senior global category director at Martini, said: "This is an exceptionally proud and exhilarating time for the Martini brand as we bring to life its style and essence – an iconic brand with 150 years of history to its name.

"This campaign sees Martini going back to its roots and celebrating what made its past so iconic. We live in an age where aperitivo is king, and style and authenticity are at the centre of our consumers’ world."

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