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Campari is targeting young drinkers in a £100,000-plus

campaign which links a microsite to the London party scene.

The drinks brand seeks to attract 25 to 34-year-old UK men through the

site (www.campari-redroom.co.uk) and through its tie-up with 10

Campari-branded parties being held in the capital.

The microsite will feature downloadable pictures of the partygoers who

attend the events, which are running until November. It will also offer

tips on restaurants, bars, clubs and fashion, plus film reviews.

The aim of the site is to capture data on revellers through online

registrations. Visitors are asked to give their details for the chance

to win a VIP trip to next year's F1 Grand Prix in Italy, where the

company's bosses are based.

The parties' guest lists will be made up of people matching the correct

profile from the database of online event organiser londonparties.co.uk,

which developed the microsite.

"We have been losing consumers from the age range that we're inviting to

the parties because they see it as a drink for their parents," said

Fiona Lovatt, marketing manager for First Drinks Brands, which promotes

Campari in the UK. "These people are hard to reach and don't want to be

told what to drink. That's why we're having these parties."

The parties will offer specially created cocktails containing spirits,

such as vodka, not normally associated with Campari.