AA and Pernod Ricard UK Launch Digital Campaign to Combat Drink-Driving
The Automobile Association and Pernod Ricard UK have joined forces to create an integrated digital campaign designed to combat drink-driving. The strategy to accomplish this aims at generating 10m ad impressions.
Launching tomorrow, 1 December, the campaign will span ads on social media networks, Microsoft's MSN, magazine site Time Out, at outdoor locations. It will also run on the AA's own website plus their monthly online magazine which reaches an audience of 1m.
This digital campaign is the first step in the partnership between the two companies to promote responsible drinking and will run into the New Year. It will target the 17 - 24 age group, who according to research by the Department for Transport are the most likely to drink and drive.
This latest drive also forms part of Pernod Ricard UK's ongoing Accept Responsibility campaign, which it started three years ago. The company represents such major wine and spirit brands as Asolut, Havana Club, Jameson, Jacob's Creek and Malibu.