The partnership between Smirnoff Vodka and James Bond, which began with 1962's "Dr. No," is being renewed in "Casino Royale," to be released Nov. 17.

The renewed alliance between Smirnoff and Bond will involve a fully integrated multimillion-dollar media campaign in the U.S. and around the globe, including a broadcast advertising campaign; on- and off-premise promotions and sweepstakes; a global public relations campaign; and a fully interactive Casino Royale microsite, writes MediaBuyerPlanner.

"The James Bond and Smirnoff brands have gone hand in hand for more than 40 years, and throughout our rich history together, we have both remained true to our roots - clearly original," said James Thompson, president of Smirnoff Global Marketing. "Today, Bond is as much a part of Smirnoff's history as Smirnoff is of Bond's - and we're delighted to be part of this latest chapter."