Heaven Hill Distilleries is about to launch a consumer and trade media campaign for its Pama Pomegranate Liqueur.

The campaign, announced yesterday (11 October), will run from next month through to October 2007 and includes placements in GQ, InStyle, Vanity Fair and Vogue. Consumer insertions will feature a scent strip, much like perfume ads, with the scent of Pama in a campaign titled, 'Pomegranate Perfected.'

"This is a natural step in order to build greater exposure and, of course, support promotional and sales programmes in the market," said Reid Hafer, brand manager for Pama. "The total campaign will drive exposure to a circulation in excess of 5m consumers with each insertion and include value-added promotional opportunities to enhance consumer PR activities."

The trade ad campaign will cover publications dedicated to both retail and on-premise spirits business.

The liqueur will be celebrating its first anniversary next month. The 17% abv drink is available at US$24.99 for 750ml.