Jackie Cooper secures pole position for Foster’s F1 PR

Jackie Cooper PR has been given the green light by brewer Scottish

Courage to launch a large scale PR drive to support Foster’s worldwide

official sponsorship of the Formula 1 Grand Prix season.

The lager brand has sponsored the championship since March this year and

has now decided to put this sponsorship at the core of its pounds 25

million marketing programme, with PR taking a ’six-figure sum’,

according to David Jones, corporate communications controller at

Scottish Courage.

’The main thrust of Foster’s marketing activity will be led by the Grand

Prix sponsorship and we are planning an integrated PR drive,’ said

Jones.

Jackie Cooper will implement a high profile, multi-media PR campaign

targeting 18- to 30-year-old men. Foster’s will be using the Grand Prix

in promotions in pubs and clubs and in off-trade promotions.

The agency has already worked with the Foster’s brand, handling the

launch of its advertising campaign and giving PR support for Foster’s

sponsorship of the Oval cricket ground and the London Broncos American

football team.

Robert Phillips, founding partner of Jackie Cooper PR, said: ’It’s great

working with a client which has a vision of this magnitude and such a

well resourced PR campaign.’