Diageo GB is taking advantage of plummeting media rates to ramp up support for its spirits brands in 2009.

Diageo GB is embarking on a cross-brand campaign under the banner Bring Home The Spirit of Summer, to include drive-time sports on national commercial radio, ads on Tube gates in London, and ads in the London fee commuter press.

Russell Jones, director of category marketing, told just-drinks that "media deflation" means that marketing budgets are going further than before: "We've learnt lessons in the past that the ones that do well in a recession are those that invest well in their brands."

Falling demand from advertisers means media companies are more willing to cut deals on ad rates.

Figures from the Advertising Association show that total UK ad spend fell by 3.9% in 2008 with the biggest drops in direct newspaper and magazine advertising.