The cornerstone of the activity will be a sponsored event celebrating Australia Day on 26 January, to be held in London.
The campaign, planned by ZenithOptimedia, kicks off on December 8. It takes in Emap magazines including Heat, New Woman and More!, as well as radio promotions on Capital FM and the Capital-owned Century Network.
The work will direct people to www.aussiehair.com, where tickets to the event will be offered.
Emap is producing the event with Talk PR. The March issue of More! will be sold in a specially designed Aussie Haircare washbag.
This article was first published on Marketing