The Australia Day activity offers the chance to win a trip to Australia and was created by Heineken roster agency ABV. The day is celebrated on 26 January.
More than 2,000 on-trade outlets will be holding Australia Day party nights and the events are being promoted in participating outlets with point of sale. Loyalty cards will also be available during party nights with drinkers offered the opportunity to buy two pints and receive a free sun hat. Spot prizes will be handed out at the party nights.
Foster’s current television and cinema advertising carries the strapline “Get some Australian in You.”