Foster's teams with FHM.com in F1 push

LISA SIMMONS

March 06, 2002

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1 minute

Foster's teams with FHM.com in F1 push

Scottish Courage is launching a six-figure online marketing campaign with Emap's FHM.com to promote its Foster's lager brand.

The online push is part of a £1 million-plus deal negotiated by MediaVest, and is part of Scottish Courage's sponsorship of Formula One races in Australia, Britain and Belgium.

The campaign is based on the Foster's Pit Girls - a group of models who will travel around the Formula One Grand Prix circuit, sending back digital images and content.

The content will be distributed on FHM.com as well as across Emap's network of sites, including www.Q4music.com, www.kerrang.com and www.kissonline.co.uk, in order to target young men.

John Botia, brands director at Scottish Courage, said: "The Foster's Pit Girls are a multi-dimensional media property that will open up a raft of opportunities to bring the glamorous world of Grand Prix to life for our target audience."

The deal also sees Foster's become the first brand to sponsor FHM's 100 Sexiest Women.

Topics

Marketing