Smirnoff to stage dance music event

Smirnoff is to stage a dance music event in the UK, in a move to cement its brand positioning around nightlife and music.

Smirnoff: stages dance music event at London’s O2
Smirnoff: stages dance music event at London’s O2

The Smirnoff Presents Sensation will be held at the 02 arena in London on 13 August, and will feature acrobats, lightshows and sets by well-known DJs.

In addition, Smirnoff is extending its Nightlife Exchange Project, an experiential event activated by agency RPM.

Following the launch of the project in November last year at The Troxy in London, Smirnoff will be hosting three more events.

RPM has approached students from Hatfield University and given them £4,000 to create a bespoke area at the Hatfield event, which will be held this Saturday (25 March).

The project will also go to Edinburgh and another location that will be voted on through a dedicated Facebook page, www.facebook.com/smirnoffgb.

Chris Lock, marketing director at Smirnoff, said: "The Smirnoff brand is all about originality and creativity, so what better place to look for inspiration than with imaginative students?

"I'm really excited to see the suggestions from the students at Hatfield and I'm sure their contribution will add an exciting new element to the Smirnoff Nightlife Exchange Project tour".

In January, Diageo GB, which owns the Smirnoff brand, increased its year-on-year digital spend for the spirit by 115%, to build on the Nightlife Exchange Project.

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