Jacob's Creek will be the subject of a £2m marketing campaign this year to strengthen its position as a key Australian wine brand in the UK off-trade.

Using the strapline, 'Welcome Back to our Place', the television advertising will run from this weekend to June.

It will feature images of Australian creeks and vines from the brand's Barossa Valley heartland to inform consumers about the place and people behind Jacob's Creek wines.

The 30-second commercial, which breaks tomorrow will appear on a range of key television channels as part of a £1.6m spend.

Patrick Venning, head of marketing for wines at Pernod Ricard UK, said: "This is a very different strategy from other New World wine brands. It reinforces the reputation of Jacob's Creek as an innovator and leader in this sector."

The campaign will be supported with a promotion offering consumers the chance to win a VIP trip to 'Our Place' in Australia as well as free flights.