A new advertising campaign for London Pride has been unveiled by Chiswick-based brewer, Fuller's.
A sum of £2million has been set aside for the latest instalment of the brand's "Whatever you do take pride" strategy.
Four adverts, entitled "London Pride. It's Worth Travelling For", feature stylish shots of London and are designed to highlight the brand's kinship with the capital and the lengths people will go to to drink it.
Fuller's beer and brands director, John Roberts, said: "We know that our core consumer is tuned in to the Pride ethos -they like the beer, they appreciate to distinctive character and excellent quality, they are committed to it and will search it out. Pride is not just 'any old drink' to them - it is well-deserved and worth travelling for.
"The new ad campaign reflects this message, showing the lengths Pride drinkers will go to for their favourite tipple. The quality of the imagery and photography used further enhances this - and reflects not just the brand proposition of London Pride, but the hard work and dedication that Fuller's puts into everything it does.
In addition to the new advertising campaign, Fuller's will be sponsoring Shackleton and Longitude on the History Channel. London Pride will feature at the start and end of the show and as break bumpers in between. Shackleton starts on November 18, while Longitude will be appearing in January.
Mr Roberts said: "Both Shackleton and Longitude are about men who showed real pride and courage and pursued endeavours worth travelling for. We always like to get involved in activity that fits with our brand values - and this is perfect."
The campaign will be supported by a travel quiz in over 100 pubs with the winning teams going into a draw. The draw winners will receive a pint of Pride in New York for their team.
A separate website has also been set up for fans of the new campaign to download the posters as wallpaper for their PCs. The address is www.worthtravellingfor.co.uk and includes a competition to win London Pride merchandise.