Diageo is launching a new national advertising campaign for its Smirnoff brand in the US this month.

The multi-tiered Smirnoff 'Signature' campaign is to break in September, and will feature what Diageo described today (18 September) as "ground-breaking" cinema advertising, an interactive Smirnoff Russian heritage game on Yahoo.com, as well as the first Smirnoff Experience event which will take place in Moscow on 29 September.

The first Smirnoff Experience celebration takes ten prize winners back to the brand's birthplace with a major music event in Moscow. It is the first of four such events, with the others scheduled for Shanghai in January, Paris in May and New York in September.

Created by JWT, the 'Signature' 60-second cinema commercial is being shown in cinemas across the US, and traces the brand's history from Imperial Russia to its rebirth in Europe and rise to its position as the world's leading premium spirit brand.

Smirnoff is also partnering with Yahoo in an interactive online initiative, which will feature a competition allowing consumers the chance to win a trip to Paris.