Scottish Courage-owned Foster’s…

Scottish Courage-owned Foster’s lager is to sponsor free travel on London’s public transport over the New Year. The multi-million pound deal was negotiated by Viacom Outdoor’s Impact team and gives the brand joint sponsorship of free travel alongside Transport for London and London Underground. Branding for Foster’s is expected to appear on advertising sites across the city, including the Underground, and there will also be joint branding on the key London Transport noticeboard site. The branding campaign is likely to start early next month and continue until early next year. New Year travel has previously been sponsored by Diageo-owned Smirnoff Ice, which backed it for two consecutive years, 2002 and 2003. Last year, Viacom was unable to find a sponsor. It is thought that the industrial action planned this year by Tube workers in the run-up to Christmas and over the New Year has been cancelled.

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