Smirnoff is set to launch a tie-in campaign with the new James Bond film.

The Diageo-owned vodka brand, which claims to be James Bond's vodka of choice, will get a promotional push to coincide with the release of Casino Royale in November. The film follows four years' silence from the fictional British spy.

Smirnoff will tie in with the film, unveiling a global media campaign, including broadcast advertising, on- and off-premise promotions and sweepstakes, a global PR campaign and a Casino Royale microsite.

"The James Bond and Smirnoff brands have gone hand in hand for more than 40 years, and throughout our rich history together, we have both remained true to our roots - clearly original," said James Thompson, president at Smirnoff, global marketing yesterday (24 July).

"Today, Bond is as much a part of Smirnoff's history as Smirnoff is of Bond's - and we're delighted to be part of this latest chapter."

Casino Royale is set to open in the US on 17 November.