Martini brings al fresco terrace bar to London

Martini has brought an outdoor bar to the UK as part of a two-week promotional press, newspaper and online campaign.

The Martini Terrazza will be located in London's Hanover Square until 11 June. Targeting 25 to 34-year-old women, it features a large al fresco terrace and is designed to put the "wow factor" into the brand.

Media partnerships have been negotiated with women's magazines, and promotions running with Metro, Capital Radio and viewlondon.com will draw attention to the bar.

In addition, Martini is running a partnership with the film Ocean's Thirteen, which includes product placement and sponsorship of the Ocean's Thirteen premiere party at the Cannes Film Festival. Martini director of marketing Liam Newton said: "Martini is performing well and in the last two years has increased its share of the total vermouth category to 46%.

Hopefully this upward trend will continue as the Martini Terrazza brings the glamour back and introduces the brand to a new generation."

The Terrazza will be open everyday between 12 noon and 9pm and Martini anticipates serving 11,000 cocktails across the two weeks.