Christiania Turns to Night Agency

NEW YORK Christiania Vodka has hired the Night Agency here for digital marketing chores.

The brand is currently distributed in New York, New Jersey and Connecticut, but plans to expand into Western states such as California, Arizona and Nevada in January.

Night said it plans to target affluent adults, 24-49 years old, through a series of “Web experiences including a consumer targeted social network, an influencer e-zine, a Web site aimed at bartenders and suppliers and a video-rich content site.”

“We feel secure Night has the passion and expertise to make it fly,” said client president Kevin Richards.

Traditional ad duties on the Alexander Vik-owned brand have been shifted in-house from Margeotes Fertitta Powell, which was hired last October, but has since been absorbed into its MDC Partners’ sibling Kirshenbaum Bond + Partners.

Christiania was last advertised in the U.S. about five years ago, when its former owner spent $2 million in measured media. When MFP was hired, spending of $5-10 million was projected for the relaunch.

Night also works for MTV, STA Travel and Symantec.