As part of its quest to uncover the most original entertainment, the makers of Smirnoff vodka have launched a global search for 10 consumers to travel the world in pursuit of original nightlife experiences. One lucky person from the UK will have the opportunity to join nine others from around the globe – dubbed The Smirnoff Ten – to travel together for one year as they re-trace the worldwide journey of the Smirnoff brand.
As part of the year-long adventure, the team of globetrotters will follow the footsteps of Vladimir Smirnoff taking in the four landmark cities in the brand’s history - Moscow, Shanghai, Paris and New York. In addition, the Smirnoff Ten will visit the world’s most exciting cities, events, festivals, bars and clubs across six continents (Asia, Europe, South Africa, Australia, North and South America).
A unique career opportunity for any budding writer, photographer, reporter, presenter, cameraman/woman or wannabe editor; The Ten will be challenged to document their adventures and experiences through blogs, short films, photography and other media.
The Smirnoff Ten will focus on the original people and the exciting places that are shaping original nightlife experiences around the world. The team’s journey will be featured on www.smirnoff.com as well as via FHM Magazine and www.fhm.com. As part of this effort, Smirnoff has agreed to a deal with www.youtube.com, which will feature The Smirnoff Ten on a branded channel throughout the year.
Applicants can enter now via the Smirnoff Experience page on www.smirnoff.com, deadline for entries 31st July 2007. Applicants must be 21 years or older. No purchase is required to participate. Official rules apply. One winner will be selected from the UK; the remaining nine winners will be selected from countries around the globe. Their journey will begin at the Smirnoff Experience Moscow event in Russia on September 29th, 2007.
Notes To Editor:
About Diageo
Diageo Great Britain is the sales and marketing division of Diageo in Great Britain. Diageo is the world's leading premium drinks business, owning such brands as SMIRNOFF®, GUINNESS®, GORDON’S ®, BELL’S ® and BAILEYS®. Visit www.diageo.com for more information on the company and brands.
Innovation is pivotal to Diageo Great Britain's growth and we are constantly monitoring the marketplace and talking to both consumers and commercial partners to help identify new opportunities and trends in the drinks industry.
Visit www.drinkaware.co.uk for information and guidance on responsible drinking.
Smirnoff Experience
Smirnoff Experience, is an ongoing programme which will span the globe in celebration of the brand’s heritage and status as the world’s best selling spirit. Smirnoff Experience will include a series of unique events and original celebrations across four key cities that mark significant milestones in the brand’s history.
The first year of the Smirnoff Experience will focus on the brand’s rich heritage, retracing the amazing journey of Vladimir Smirnoff. Beginning in September, the first celebration will take consumers back to the brand’s birthplace in Russia, with a major event in Moscow. The journey will continue on to Shanghai, one of the cities visited by Vladimir at the height of Smirnoff brand’s early international success. Smirnoff Experience will then move on to Paris, where Vladimir escaped to after fleeing the Russian revolution and began making his own vodkas in his father's
tradition. In September 2008, year one of the Smirnoff Experience will conclude with a celebration in New York, the city where Smirnoff first got started in America.
For more information visit www.smirnoff.com
The SMIRNOFF and SMIRNOFF EXPERIENCE words and associated logos are trade marks.