Diageo is to launch a national advertising campaign for its gin band Tanqueray in the US.

The campaign will feature the personality Tony Sinclair with the strapline, "Ready to Tanqueray?"

The four commercials begin airing nationally today (11 April) on cable stations, and early this summer will be seen in out-of-home venues in 14 US markets, including New York, Los Angeles, San Francisco and Boston.

"With this new creative, we're inviting consumers to become reacquainted with Tanqueray, and are looking to introduce a more contemporary and urban consumer to the house of Tanqueray," said Norma Drew, senior vice president of marketing, Diageo NA.

"The campaign portrays the classic quality and superiority of this premium spirit, as well as its distinctively crisp taste and British heritage, through the personality of Tony Sinclair."

30 second spots will air on cable networks such as CNN and Spike TV and will be supported beginning in early July by billboards, bus shelters, kiosks, interactive taxis and trains.

Additionally, for the first time Tanqueray will be a sponsor of the Kentucky Derby, where Tony Sinclair will make his debut.