Though Martell Cognac's future is rumoured to hang in the balance, Seagram has launched a major international promotion behind the brand.

The company has unveiled a bold new advertising campaign and website to enhance its profile. A female character, called Martell, has been created to "portray a sense of warmth and inner confidence" around the brand. Consumers will also be able to interact with her on a new website, to be launched later this month, and visit her apartment (which will be open all hours) and "be party to her social calendar", claims the company.

She wears only haute couture, such as Versace and Prada, and drinks only the finest Cognac cocktails.

Celebrity and fashion photographer Matthew Rolston supplied the artwork for the campaign. It will span print, billboard and electronic advertising.

John Bilello, Group Head, Cognac said: "Martell is a focus brand for Seagram and over the past 18 months considerable effort and resource have been put against the brand to rebuild its equity and generate growth."

Visit for the initial impression of the website, and Click Here for the 'Martell Launches New Global Campaign' press release.