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UK: Tia Maria set for 'The Holiday'

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Tia Maria has tied up with upcoming rom-com 'The Holiday'.

The liqueur brand will be the subject of a GBP500,000 (US$954,355) campaign to coincide with the launch of the film, which stars Cameron Diaz and Jude Law.

Consumers will be offered the chance to win a trip to Los Angeles for two people or tickets to the film's London premiere as part of the push.

In the off-trade, 140,000 Tia Maria bottleneck collars will promote the competition to coincide with the film's UK release on 8 December. In the on-trade, 120,000 Tia Maria consumers will be given the chance to attend nationwide preview screenings of 'The Holiday'. Both the off- and on-trade activity will be supported by a media campaign in UK women's magazines.

"The promotional plan around the partnership, which also includes activity in the on trade, will no doubt generate the buzz and excitement that a brand like Tia Maria deserves," said Mark Hamilton, Tia Maria's marketing manager.

Tia Maria's owner, Pernod Ricard, said yesterday (31 October) that the brand will be on price promotion in multiple grocers, specialists and convenience stores for the promotion's duration.


Sectors: Spirits

Companies: Pernod Ricard, Ricard

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