Corby Distilleries brand Absolut  is hoping to catch its target market of 24- to 34 year-old premium spirit consumers out and about preparing for the holidays with a new OOH campaign in major cities across Canada.

The brand, which has purchased 80% of all the ad space in Yonge-Dundas Square in Toronto for the month of November, has launched a campaign with media by Vizeum and creative by TBWA as well as Winnipeg-based Direct Focus.

The campaign, which is a bigger holiday season media buy than it had last year, also features OOH in Vancouver, Calgary and Edmonton, Chris Bhowmik, senior brand manager at Absolut, tells MiC.

In addition to OOH billboards, the brand is hosting a public event tonight in Toronto featuring drinks from its regular line of vodka in addition to its newer flavoured brands.

“It’s the first time we are running this type of event,” says Bhowmik. “We want to amplify the idea that Absolut does things that are unexpected. The holiday season is huge for us, there is a great deal of holiday entertaining, and cocktails need to be top of mind with consumers.”