• February 12, 2007

Italian beverage Campari has unveiled an addition to its integrated "Passion" campaign with "Hotel Campari" at CampariUSA.com. PR supports and print ads will run throughout the year in such magazines as W, Vanity Fair and The New Yorker.

A short film directed by Matthew Rolston and featuring actress Salma Hayek is targeted at a male audience with Hayek slithering down a hotel corridor in a revealing gown and includes a product shot. Photographs of Hayek taken by Mario Testino for the print ads are also on the Web site.

Lynn Lackey, brand manager for Campari in the U.S., said the Hotel Campari portion of the campaign launched in Milan late last year and focused on a limited-edition calendar offered to an exclusive list of people. "It is part of our artistic endeavor," she says from San Francisco. This includes a poster campaign and bi-yearly House of Campari program supporting emerging visual artists.