Diageo Global Travel & Middle East (GTME) has appointed Saatchi & Saatchi X to work on international projects, the first of which is an integrated global retail campaign for Smirnoff.

This will run in travel retail environments such as airport terminals, on-board aeroplanes, in border stores and on-board cruise liners around the world. This comprehensive campaign will include advertising, inflight, experiential, digital and instore activity, and will aim to engage leisure travellers in an ‘immersive’ experience.

Ellie Martin, marketing director, Diageo Global Travel & Middle East says: “The global travel retail environment presents a significant opportunity for Diageo, and this appointment proves that we are willing to invest in the best possible work for this market. Saatchi & Saatchi X has an unrivalled understanding of shoppers around the world, but what really impressed us was the strength of its creative work, which will represent a real step change in our creative output.”

Anthony Hopper, managing director, Saatchi & Saatchi X UK added: “This is fantastic news and a great opportunity for Saatchi & Saatchi X London and our global network to do more brilliant creative work with some of the world’s biggest brands, in an exciting and challenging retail environment.”