Fosters' Australia Day
Fosters recognised Australia Day as a great opportunity to cement their position as the UK's #1 Aussie lager.
Targeting young, affluent men they also recognised that a multi-media solution would optimise their communication - so they came to RSVP.
A unique upside-down issue of Loaded featured Annalise Braakensiek, the Face of Fosters. The issue included a 32 page Aussie editorial special and 'The UK's Sexiest Barmaid' feature became, for one month, 'Australia's Sexiest Barmaid'.
Consistent Fosters branding appeared throughout the title and readers had the chance to win a dream trip to Aus.
Annalise was also interviewed on Capital Radio Breakfast Show and Soccer FM, while the PR campaign rolled out into national tabloids and local press.
The result ... "Terrific presence for Fosters", Scottish Courage
Fosters Australia Day pdf
