USA: Martell Launches New Global Campaign

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Sophisticated, Surprising, Sensual and Enigmatic
Prepare To Meet Martell

Martell Cognac has unveiled a powerful, new, integrated global communications program, inviting consumers to meet a woman called Martell. A tangible manifestation of the brand and its character - she oozes style and sensuality. Martell will be making her debut appearance in a new global advertising campaign, due to break this month, as well as a new web-site, which goes live later this month. The Meet Martell program will also incorporate comprehensive public relations, on- and off-premise and direct marketing activities.

The advertising, created by TBWA Worldwide, portrays Martell as full of warmth and inner confidence with a firm self-belief and sense of individuality, using the tagline, "I Am Martell." Featuring outfits and couture gowns from Prada, Gucci, Versace, Yves St Laurent, Vera Wang and Ralph Lauren, the campaign was photographed and directed by celebrity and fashion photographer Matthew Rolston and styled by Andrea Lieberman. The creatives span print, billboard and electronic advertising, as well as radio and television executions., developed by Digitas, provides an involving and interactive insight into Martell the person and the brand. Visitors to the site can learn about Martell's life and how she lives. They can visit her apartment - download wallpaper, be party to her social calendar - send and receive messages to and from friends, and quite naturally, share in her favorite choice of drinks.

Commenting on the launch of the campaign, John Bilello, Group Head, Cognac, The Seagram Spirits And Wine Group, says, "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 new growth. The Meet Martell campaign is a radical departure from traditional Cognac advertising. We believe this new style campaign and Martell herself will appeal to the modern, independent adult audience who appreciate quality and individual choices. Meet Martell marks the start of a new era for Martell Cognac."

Martell Cognac, the oldest established of the major Cognac houses, is part of The Seagram Spirits And Wine Group. The U.S. Martell Cognac range includes Martell VS, VSOP Medaillon, Cordon Bleu, XO Supreme, Extra, and L'Or de Martell.

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