Smirnoff Searches for Ten Reps to Circle the Globe
Smirnoff is searching for 10 people from across the world to represent its brand and retrace the heritage of the vodka.
The group, dubbed The Smirnoff Ten, will travel together for one year in a journey that each team member will document through short films, blogs, photos and other media. The content will appear on Smirnoff.com and other Web sites, including YouTube, which will house a Smirnoff-branded channel featuring the group and its travels. The content will also appear in TV, radio and print ads.
Stops include Moscow, Shanghai, Paris and New York—the four cities related to the brand’s history—as well as Smirnoff Experience events that recreate and celebrate the legacy and heritage of Vladimir Smirnoff. In addition, The Smirnoff Ten will visit popular events, festivals, bars and clubs across six continents (Asia, Europe, South Africa, Australia, North and South America), the company said.
One winner from the U.S. will be chosen along with nine others from different parts of the world. To fill the 10 job openings, Smirnoff, made by Digeo, is seeking writers, photographers, reporters, cameramen/women, editors, mixologists, DJs and promoters.
Applications are being accepted at Smirnoff.com through Aug. 20. The journey begins at the Smirnoff Experience Moscow event in Russia on Sept. 29.
Another alcohol brand, Chivas Regal, has run a similar program for the last three years.
It searches each year for two brand ambassadors that it pays $100,000 to act as international representatives to travel the world and document their experiences, all in the name of the well-known Scotch whisky. The experiences are documented and posted online at ChivasCircle.com. In a recent development, Chivas Regal launched an online channel, hosted by MSN.com, that was inspired by The Chivas Life Ambassadors search.
