NEW YORK.- The makers of Johnnie Walker(R) Blue Label(R) today announced plans to bring contemporary art to the public through a new multi-million dollar integrated marketing campaign that uses contemporary art to reinforce Blue Label as a luxury brand.

The centerpiece of the campaign is the first in a series of works of art featuring Johnnie Walker Blue Label by Warren du Preez and Nick Thornton- Jones, two of Britain's leading creative artists. The artists use a combination of photography and digital imaging to create a luxuriously abstract visual that reinforces the rarity and exclusivity of Johnnie Walker Blue Label. The stunning and innovative work of art engages consumers and challenges them to discern the image; a point that is driven home by the tagline, "For those who know what to look for."

"The world of contemporary art is a metaphor for the rare, exclusive Blue Label experience," said Chris Parsons, Vice President, Scotch Marketing, Diageo NA. "The contemporary art we've created with these talented artists becomes a visual link to the space that our target consumers want to occupy. As portrayed by the works of art, Johnnie Walker Blue Label belongs in a luxury environment, so too does our consumer."

The works of art convey a broader umbrella theme of art that will be used in an integrated campaign consisting of print and out-of-home advertising, Public Relations activities and Point of Sale and Merchandising Displays.

The print campaign, created by BBH-New York, will begin running in December issues of publications such as New York Times Magazine, GQ, Esquire, Robb Report and Travel & Leisure; and in daily newspaper ads in the New York Times.

Other highlights of the marketing initiative include:

Johnnie Walker(R) Blue Label(R) Provides Extended After-hours Art

In celebration of the new campaign, and compliments of Johnnie Walker(R) Blue Label(R), the hours of two well known art museums are being extended in New York City and Miami. On November 15, the Museum of Contemporary Art in Miami will remain open until 10:30pm. On Thursday, November 16, the Whitney Museum of American Art in New York City will keep its doors open free to the public from 6:30 - 10:30pm.

Johnnie Walker Blue Label Traveling Art Gallery

New York City residents will get a glimpse of some well known contemporary art through The Johnnie Walker Blue Label Traveling Art Gallery that will appear in key locations throughout New York City on November 14, 15 and 16.

Johnnie Walker(R) Blue Label(R) Bottle Engraving for the Holidays

Beginning November 15th in the center atrium of the Time Warner Center at Columbus Circle, consumers will be able to have their unopened bottles of Johnnie Walker Blue Label whisky engraved for the holidays free of charge. The Johnnie Walker Blue Label engraving kiosk, which will also feature the artwork, will engrave personal inscriptions on unopened 750ml or 1.75L bottles of Johnnie Walker Blue Label. The inscriptions can be engraved in multiple languages, including English, French Spanish, Korean and Chinese. The kiosk will be open Monday - Saturday from 10 am until 9 p.m. and Sundays from 11am until 8 p.m. through January 4th, 2007.