Magazine article Marketing

Courage's 5m Pounds Sterling Backs Foster's

Magazine article Marketing

Courage's 5m Pounds Sterling Backs Foster's

Article excerpt

Courage is launching Europe's biggest beer promotion next month in a [pounds]5m blitz for Foster's lager.

"Destination Australia" will offer 1000 holidays to Australia and is part of Courage's campaign to make Foster's the number one Australian lager in Europe.

In the UK, the brewer hopes the promotion will help Foster's bid to topple Bass's Carling Black Label off the premier spot.

Courage will be giving out over ten million Foster's "Passports" in 11,000 pubs and clubs throughout the country.

Players will use the clues given in the passports to answer questions set by 28 commercial radio stations up and down the UK. Courage claims it will be the largest radio promotional campaign ever staged in Britain.

The promotion, which is part of the [pounds]25m marketing support package for Foster's brands this year, has been put together by Omnicom-owned Momentum. The push is backed by Qantas, which is providing the flights, and the Australian Tourist Commission. …

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