Martini books RPM to create national drive

Brand experience agency RPM has been appointed to run experiential campaigns for drinks brand Martini Vermouth in 2003.

The drive by brand owner Bacardi-Martini will target women aged 25-30 and aims to reach about 600,000 consumers. The campaign kicks off at the BBC Good Homes Show at the NEC from 8-11 May. Major shopping centres including Lakeside, Essex and Bluewater in Kent are also being targeted.

RPM will create an Italian-style piazza at shows to reflect the brand's heritage while shopping centre activity will involve sampling.

"We have been impressed by RPM's ability to use theatrical entertainment to help mould and shape consumer perceptions of a brand," said Bacardi-Martini marketing director Caroline Herbert.

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