William Grant & Sons is set to back its recently-announced promotion for its Grant's blended Scotch whisky brand in the UK with outdoor advertising.

Last month, the company revealed an on-pack campaign for Grant's that offers consumers the chance to claim a reprint of a national newspaper from any time in the last 100 years. Earlier today (9 October), William Grant said it will spend GBP250,000 (US$402,150), on top of the initial campaign spend of GBP5m, on outdoor advertising to complement radio, online and digital communications.

Radio advertising on Classic FM will link music back to historic dates, the firm said. Ads wil also run on Classic FM and on Gold radio for three months, closing in December. Meanwhile, the campaign will be highlighted on sponsorship banners across consumer news websites, including Mail Online, The Independent and The Evening Standard.

Digital advertising sites have also been secured in UK cities including London, Manchester, Liverpool, Leeds and Glasgow.

Last week, William Grant reported a slight dip in operating profits in 2012, despite a lift in sales for the year.