Martell has announced that it is to launch a new advertising campaign in Asia. The Cognac-maker will run the TV and print advertising push in December and January, targeting China, Hong Kong, Singapore and other major Asian markets.

The campaign is aimed at recruiting new Cognac drinkers; increasing awareness of Martell Cognac and establishing the brand's territory. The main objective is to grow Martell's share within the premium segment of the Cognac category, the comany said in a statement. 

The advertising revolves around the tag-line "only a few can tell" and is aimed at its target audience of Cognac drinkers who are mainly male consumers aged 35+. The three print advertisements magnify the bottle's signature details (label, seal and ribbon).

The advertising campaign is supported by a host of promotional activities and events to build awareness and recognition of the brand, including the Martell Elite Club in China and a special gift box, to maximise the gifting opportunity around Chinese New Year.

The promotional push was developed by TBWA G1, Singapore.