MTV and Campari team up for party and holiday promo

LONDON - Campari is renewing its partnership with MTV for a further year with a fully integrated campaign for five exclusive Campari Red Passion Parties with MTV SoundSystem and a holiday giveaway.

The parties are to be held at boutique venues across Europe, including Barcelona, Athens and Ibiza, and will feature music produced and supplied by the MTV SoundSystem consisting of resident DJs, vocalists, percussionists and some of the hottest names in music including Groove Armada.

In addition, MTV will air Campari competition spots across its multi-territory channels driving viewers to an MTV-produced Campari microsite, which gives viewers the chance to win a holiday to Ibiza for themselves and five friends.

Dave Sibley, senior vice-president of international marketing partnerships, said the idea is to position Campari's "vibrant and glamorous" brand values to trendsetting Red Parties and holidays.

"Via MTV's impactful, through-the-line marketing, the Red Passion Parties with the MTV SoundSystem will drive consumer interaction and position Campari as the drink of choice for trendsetters," he said.

Last year, the multi-territory partnership kicked off with Campari sponsoring 'MTV Recommends'.

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