Bacardi Martini is to advertise its Bombay Sapphire gin brand on TV for the first time. The campaign is to break at the beginning of June with ads being aired on three national cable networks: Bravo, Outdoor Life and USA.

The ads, which will run for a month and then return for the holiday shopping season, have been created by the agency Margeotes/Fertitta & Partners in New York.

The budget for the TV campaign was not disclosed; Bacardi spends about $9m a year on Bombay's advertising, which has hitherto been principally allocated to press advertising.

Bacardi Martini's move comes only a few weeks after NBC decided against allowing spirits to advertise on its national network. While the national networks do not air liquor ads - while carrying ads for wine and beer - hard spirits have been advertised extensively on local stations and cable networks as well as on the radio since 1996.