Allied Domecq has launched a £3.5m nationwide cinema and TV advertising campaign for its cream liqueur brand, Tia Lusso, which will run from September until Christmas.

The cinema element will cover 3,100 cinema screens across the UK from 6th September to 4th October and will be seen by over 30% of 18- to 34-year-old women at least once.

Kicking off with the first of four different creatives, a 30 second advert titled 'The Blue Room', the campaign centres around the theme of women's intuition. A second 30 second creative and two different 10 second adverts will be rolled out as part of the campaign, which transfers to television screens from October to December. 

"This truly powerful TV and cinema campaign will be one of the biggest of any spirit brands in the run-up to Christmas.  It will reach a phenomenal 93% of 18- to 34-year-old women in the UK, who will see Tia Lusso ads on average 10 times by the end of the year," says Neil Anderson, Senior Brand Manager for Tia Lusso at ADUK.