Space launch for J&B campaign
Diageo has sent a mirror ball into space to mark the launch of a global marketing campaign for J&B whisky.
Diageo has sent a mirror ball into space to mark the launch of a global marketing campaign for J&B whisky.
The mirror ball was attached to a helium-filled weather balloon by scientists from Cambridge University's space flight team, to publicise the Scotch brand's Start a Party campaign.
VIP guests from around the world are being invited to a J&B party in Transylvania on June 20 and events at other unusual locations are planned for throughout 2009.
J&B spokesperson Louise Higgins said: "The mirror ball is an internationally-recognised party symbol as well as a J&B icon.
"Sending a mirror ball into the stratosphere for the first time shows the world we know how to start a party anywhere, anytime."
The mirror ball and balloon took almost four-and-a-half hours to reach an altitude equivalent to eight times the height of the Empire State Building, and three times higher than the cruising position of a jumbo jet.
Footage of the mirror ball making its ascent can be seen at http://www.youtube.com/watch?v=s4ILColwqvo.
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