Just in time for the holiday travel season, Taylor’s Smirnoff ICE team helped our client partner, Diageo, officially launch its’ Smirnoff Seltzer Upgrade campaign yesterday with an advertisement in the Sunday edition of the New York Times. The full-page ad was in the form of an open letter to travelers who are sitting in the dreaded middle seat on a flight during the holiday season to offer them a free upgrade.


In addition to the ad in the New York Times, the campaign will be supported by digital banners across Expedia’s properties, social media assets and earned media outreach

– all of which was led and executed by Taylor’s Smirnoff ICE team.


Taylor took the lead on creative aspects of the campaign. In the ad, (click left image for gif, and right for the full ad) adult travelers can share their story and flight information on SmirnoffSeltzerUpgrade.com for a chance to be upgraded to business class, courtesy of Smirnoff Seltzer. Smirnoff will spend up to $50,000 to upgrade middle seat passengers while the contest is open from December 2-14.



This campaign continues Smirnoff ICE’s commitment to bring fun to the un-fun like the brand’s 4th of July campaign that paid for 100 people to take a five-day weekend because the holiday fell on an un-fun Wednesday.