The beer brand has increased its PR spend for the 26 January national day in a bid to gain coverage beyond ex-pat titles, and will use Tufnell as a brand ambassador, along with Australian model Annalise Braakensiek, to attract national, regional and men’s lifestyle press.
More than 250,000 Australians live in London, but the campaign by Radiator PR will also target British drinkers to make Foster’s as synonymous with Australia Day as Guinness is with St Patrick’s Day.
Radiator joint managing director Lorna Milliken said Tufnell’s relaxed attitude made him an ‘honorary Australian’ who appealed to British drinkers at the same time.
Milliken added that the campaign’s relevance would be extended beyond Australians living in the UK by publicising the day as an ideal way to ‘beat the winter blues’.
Local and ex-pat media such as TNT magazine will be used to publicise more than 9,000 parties that Foster’s will host in Australian-themed Walkabout pubs throughout the UK during the January event.
Competitions through the media will give people the chance to win VIP tickets to the parties, as well as Foster’s-branded home celebration kits.
Foster’s will target regional newspapers in Birmingham, Bristol, Glasgow, Manchester, Newcastle and London – cities where Foster’s enjoys its strongest distribution.
Radiator won the five-month project following a competitive pitch.