Summer sales of Pimm's will be getting a boost this year with a £1m ad campaign. It will run from May until August ­ the peak selling period for the brand. A new TV ad will launch in May running on ITV and Channel 4. This will be followed by posters in June and July. These will concentrate on the London Underground, mainline railway stations and main roads. The focus of the campaign will be London and the south east, which is the brand's heartland with the highest concentration of its consumers. This will be supported by brand building promotions around the May bank holidays. These will involve displays, tailor-made sampling and coupon offers. These are specifically designed to increase traffic in outlets. The off-trade will also be supported by price promotions throughout June for Wimbledon and again in August. There will also be outdoor sampling activity and major transport connections to reach consumers on their way home. Brand manager Radha Rajamohan said: "Pimm's consumers are not restricted by age barriers. They do however share a state of mind which is young at heart. Pimm's is a very accessible brand and this campaign will have a much broader appeal." {{DRINKS }}