RSVP in £2m cross-media Foster's deal for Australia Day

LONDON - Scottish Courage is planning to back its Foster's brand with a £2m advertising spend to celebrate Australia Day on January 26.

The brewer has signed a deal with RSVP, the consortium that includes IPC Ignite!, Viacom Brand Solutions and Capital Radio, as a key part of its activity.

Capital will run breakfast show promotions on stations across Capital Radio Network, Century FM Network and Xfm. Johnny Vaughan and his Capital Radio breakfast team will host a live party from a specially constructed "Foster's Beach" on Australia Day.

Foster's will also run two weeks of radio advertising, with creative through Capital Ideas.

VBS will create advertorials to promote Foster's parties, and these will be aired across MTV, VH1 and the Paramount Comedy Channels.

IPC's Loaded magazine is carrying a 32-page upside down section with an Antipodean theme. Weekly title Nuts, published on Australia Day, will contain a 16-page Australia section containing Foster's advertorials.

The deal was brokered with Kelly Crompton and Paul Clout at Scottish Courage's media agency Starcom MediaVest.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.