The new music show takes the form of two- to three-minute scheduled vignettes and will be aired twice weekly from mid-March 2004 including music videos, exclusive releases, live performances and celebrity interviews from up-and-coming artists.
An interactive microsite will support the series with a pan-European search to find Europe's best bar, with a series of parties at a selection of winning bars.
As well as sponsorship of 'MTV Recommends', Campari's on-air activity includes weekly promotional spots and commercial competition spots promoting Campari's best European bar search.
Online activity includes banner ads on the 'MTV Recommends' website and a product and competition page with cocktail recipes and the entry mechanic for the competition.
Jean Jacques Dubau, deputy group marketing officer of Campari, said: "Campari has always anticipated trends and sought new ways of talking to our consumers. This strategic alliance with MTV was chosen because of the credibility, relevance and innovative thinking of our partner."
The Campari Group is sixth in the global spirits sector, owning brands such as Campari, Cinzano and Skyy Vodka.
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