Diageo has lined up a new marketing campaign for its Smirnoff vodka brand in the Canadian market.

The company said yesterday that 'Stay Open' is designed to spotlight Canada as a "global leader of inclusivity". The campaign includes traditional, social and out-of-home media placements as well as the Stay Open film (above). 

"Globally, Smirnoff stands for inclusive good times, but nowhere in the world do we see that come to life like in Canada," said Mark Phillips, Diageo's brand leader for Smirnoff Canada. "These core values are ingrained in the lives of Canadians, and Smirnoff believes they always deserve to be celebrated, even though Canadians have been historically humble in their assertion of them. Smirnoff is on a mission to promote inclusivity through the power of good times."

The film aired this week, with digital and out-of-home media placements scheduled to take place later in the month.

"This will be a continuous evolution through the end of this year, and beyond," the company said.

Financial details behind the campaign were not disclosed. 

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