Sheffield has been chosen for the pilot launch of a new street advertising campaign for GBL International's VK Vodka Kick premix drinks range.

Created by Sheffield Advertising agency, Songhurst Warren. the campaign is spread over 118 poster sites in and around the city and is part of a £10m marketing programme by the Chesterfield company.

The posters, targeting males aged 18-24, have a photographic-based theme which is to later represent the VK brand image nationally in magazine format, running until mid- 2003.

Andrew Warren, agency director, said that in terms of location for the campaign there were several options: 'In the end it was Sheffield's traditionally strong club culture that won the day. In fact the photography for the posters, created by agency director Steven Songhurst, was shot entirely in the city's Kingdom nightclub.' Since the VK brand was established in 1998, the company's turnover has risen from £200,000 to a current £70m, selling 3.4 million bottles a week.

Natasha Nugent, marketing manager of GBL said it was the company's 'first go' with outdoor advertising and so far the feedback had been very positive. Details: www.club.vk.com