This March, Diageo is launching a new 'Signature' promotion for the UK's best-selling vodka, Smirnoff No. 21.
Smirnoff promotional collar
The off-trade exclusive promotion, which is supported by a £2m marketing campaign, gives consumers the chance to win a 'Journey of a Lifetime' when they purchase a 70cl or one litre bottle of Smirnoff vodka.
The promotion evolves from last year's highly successful Smirnoff Diamonds activity and highlights the quality credentials of Smirnoff by tracing the brand's heritage and the extraordinary journey it has taken in pursuit of purity.
Hundreds of winners will retrace Vladimir Smirnoff's dramatic journey from Moscow to Istanbul to Paris and the brand's arrival in New York in a trip that includes luxury accommodation, VIP events and culminates in the Global New York Smirnoff Experience, a night of original entertainment.
The supporting marketing campaign includes heavyweight TV, press and online advertising, a digital campaign (www.smirnoff.com), PR activity and point-of-sale material including 800,000 on-bottle neck collars and booklets that outline details of the promotion and create engagement at the point of purchase.
The national TV ad visually tells the story of the Smirnoff brand's iconic history whilst online advertising brings the story further to life and is tailored to drive consumers to outlet. The digital campaign personalises the story increasing the brand's relevance to consumers.
Anita Robinson, Smirnoff Marketing Director, Diageo GB says: “Consumers are becoming increasingly quality conscious and demanding quality brands. Smirnoff which is triple distilled and ten times filtered through Polish silver birch charcoal and other specially selected hardwoods is seen as the highest quality vodka by 79% of consumers.
“This promotion communicates the quality of Smirnoff vodka by telling the heritage story and the chance to win an incredible 'Journey of a Lifetime' offers a highly motivating incentive to prompt purchase of Smirnoff. The promotion will drive footfall into outlet and offers retailers an increased profit opportunity. We anticipate an increase in sales of 18% as a direct result of this campaign.”
Consumers enter an online promotional code at www.smirnoff.com where there are 200 trips to be won including 20 Platinum trips which incorporate all four cities.
Statement from Smirnoff regarding issues relating to the Smirnoff Journey of a Lifetime promotion viawww.smirnoff.com/journey
Chris Lock, Smirnoff marketing manager, Diageo GB said: “The Smirnoff.com website can be quite flash-heavy, therefore load times are longer depending on which version of Internet Explorer people are using.
“We continually test and monitor the Smirnoff website, particularly when running such a large promotion like the current Smirnoff Journey of a Lifetime promotion.
"The site is running smoothly at present and any problems may relate to slower internet connections or older versions of Internet Explorer.”
i have tried to enter the win the journey of a lifetime with no joy, i have done as it says but seem to be getting no where,!
robert forrest
24 Mar 2008 12:18:40
I have tried to enter the competition no joy, the marketing dept should have this all up and running before the bottles carrying the information are on the shelves if this a genuine promotion. Will complain to the retailing standards about the authenticity of the promotion.
Robert
Sue
24 Mar 2008 12:18:40
been trying to enter the competion with no luck, the web page does not open!
G.Tomlinson
24 Mar 2008 12:18:41
"win the journey of a lifetime with smirnoff"
I tried to enter the competition with the numbers I have collected but to no avail. It seems I am not alone.
malcolm
24 Mar 2008 12:18:41
Follow up to Rays comments I have experienced the same problem am I missing something!
cuthbert walker
24 Mar 2008 12:18:42
just like ray getting no where fast on trieing to win a smirnoff journy.may be a nother bottle of smirnoff will help. cuth,
Pam Smith
24 Mar 2008 12:18:44
When one types www.smirnoff.com/journey, into Google it advises that no documents match my search.
Audrey
24 Mar 2008 12:18:49
Have tried numeruous time but i cant find the journey button or have i just had to many vodkas lol
Shaz
24 Mar 2008 12:18:49
Agree with Ray - tried various ways to attempt journey of lifetime - poor show smirnoff!!
MR IAN SIMPSON
24 Mar 2008 12:18:54
tried to enter journey of a life time did what told but not working any ideas? ian
John Mccafferty
24 Mar 2008 12:18:59
As per previous comments,i am unable to enter Win the journey of a lifetime.
Anonymous
24 Mar 2008 12:19:00
like ray i have tried to enter and got nowhere
nancy mccutcheon
24 Mar 2008 12:19:02
i tried to enter competition journey of a lifetime and no joy
competition email address was not regonised not happy person
Anonymous
24 Mar 2008 12:19:03
I have done the same. Gone to the website but can't find anywhere to put the code!
chris doran
24 Mar 2008 12:19:06
vodka water of life
pauline johns
25 Mar 2008 12:23:32
attempted to enter journey promo and no joy weres the journey button ? that allows you to enter
bill balfour
25 Mar 2008 12:23:49
appaling Smirnoff.
What a waste of time and you brand is suffering. thinking of going TT
ann cochrane
25 Mar 2008 12:23:54
I have tried logging in to the website but like others cannot access the competition. A very bad public relations/marketing
effort on your behalf.
Anonymous
27 Mar 2008 10:04:58
tried umteen times to enter journey of a lifetime to no avail come on smirnoff play the game
Anonymous
27 Mar 2008 10:05:12
I have tried logging into the website www.smirnoff.com/journey but cannot access it.
Very poor marketing and should not have taken place if not accessable.
may faulds
27 Mar 2008 10:05:24
also no joy in entering my 'unique 6-chracter code.....whats going on Smirnoff?
Ron Guthrie
27 Mar 2008 10:05:27
I concur completely with Ann Cochrane's comments !!!
Anonymous
27 Mar 2008 10:05:33
journey button ? where? lol guess i wont be going on any journey ive just been a tour of the site and got nowhere thanks smirnoff
rosie
27 Mar 2008 10:05:36
i cant find the journey button either
ally jones
27 Mar 2008 10:05:44
also tried the journey button
does not excist
poor show
Lynne Walker
27 Mar 2008 10:05:46
cant find the journey button!am I missing something?please amend the website, Ide like to be in it to win it.
diane heselwood
27 Mar 2008 10:06:01
i could not get access to the last promotion comp
Anonymous
27 Mar 2008 10:06:03
unable to enter promotion is this a waste of time or is it to get you to buy this product
Peter Beattie
27 Mar 2008 10:06:57
Ihave been trying to enter the win a journey competition but no joy with the web page? short journey to the offsales i think.
jacki
27 Mar 2008 10:08:03
As all previous comments cannot access promotion - is this to get us drink more!! Not good for marketing!
Anonymous
27 Mar 2008 10:09:40
Ah well, at least it's not just me being blonde! suppose i'll just go pour another glass and chill while the site gets up and working! cheers!
Heidi
Anonymous
27 Mar 2008 10:17:58
Just like the rest NO luck,What a badly organised promotion
Michael Robinson
27 Mar 2008 10:18:08
I have come to the web page as instructed in your advertisement attached to your bottles only to find it doe'snt exist. It would be nice to have this up and running before putting this information on the bottles. Badly thought out and needs to be addressed.
lynn trykowski
27 Mar 2008 10:18:15
I too could not access the competition - what does Smirnoff advise
Tom Hughes
27 Mar 2008 10:18:19
Cannot find how to enter competition!
Dave Magras
27 Mar 2008 10:18:25
Bought/excited/tried/uncontactable/need a drink!
amy pallass
27 Mar 2008 10:18:30
tried numerous times to enter this comp. really disappointed this is false advertising and will be complaining.
Ron Guthrie
27 Mar 2008 10:18:34
I concur with Ann Cochrane's feelings completely.
jeremy dyer
27 Mar 2008 10:18:39
Very disappointing. A PR disaster.
Anonymous
27 Mar 2008 10:18:46
good vodka!!
Anonymous
27 Mar 2008 10:18:52
I have tried logging in to the website but like others cannot access the competition. A very bad public relations/marketing effort on your behalf.
I agree with her.
Where is the journey???!!
vic
27 Mar 2008 10:18:57
same as audrey, can,t find the journey button and i havn,t had a drink
claudia
27 Mar 2008 10:19:02
What a load of crap! Thats all i can say.
Anonymous
27 Mar 2008 10:19:09
As above, many attempts all failed ... last time I buy Smirnoff, very very poor marketing
liza moore
27 Mar 2008 10:19:15
tried as all the above what a complete waste of time for me what a complete shambles of a competition from smirnoff
ELIZABETH
27 Mar 2008 17:07:20
why do a promotion when it cannot be entered'where is the so called journey button
chris raven
27 Mar 2008 17:07:28
i have tried to enter the compitition but get no responce it affect your sales
David Shrimpton, editor, Talking Retail
31 Mar 2008 10:10:46
OK, I think we've established there is something seriously wrong with the way the competition has been signposted (although I simply went to www.smirnoff.com and it seemed pretty straightforward from there). Hopefully, Smirnoff will have got the message. Please email any further comments directly to the company, as this thread is now closed.
Jimbo
01 Apr 2008 16:09:56
I have had no problem accessing the site. It seems pretty clear that you just click the continue button and this takes you to the form where you enter your promo code.
FASTEDDIE
04 Apr 2008 08:22:45
like everyone else i could not enter the comp. but after umpteen frustrating atempts i finaly found the solution.
so here it is- dont use the /journey
just google smirnoff.com and that takes you straight to the site where you have to register from then on its easy.
but come on smirnoff you should have told us this!!!!!!!!!
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