Carlton Draught has teamed with News Limited to launch a dedicated AFL newspaper in time for football season called ‘The Carlton Draught’.
Called ‘Paper in a Pub’ the title will be fully funded by the beer brand and distributed to 30 pubs in the metropolitan Melbourne area every Friday for the next six months.
It will feature a mix of unique and syndicated content with a primary focus on the most ‘pub worthy’ news of the week as well as all the sports news and AFL teams for the weekend ahead.
All advertising space will promote the activities of Carlton Draught, which has been the official beer of the AFL for over 137 years.
Carlton Draught marketing manager Alastair McCausland said: “While some time conversation at the pub just flows, we know everyone’s had one of those days when they get to the pub a bit earlier than their mates; or they’re nervously awaiting a blind date to arrive; or simply stuck next to that really awkward work colleague.
“Well, we thought for times like these, it would be great to give drinkers a little snapshot of the news of the week to help occupy them as they wait, or look busy enough so they don’t get disturbed.
“When we looked at partners, we thought ‘if mX actually made public transport less painful, imagine what would happen if we made a version specifically for the pub?’
“That’s why we’re launching ‘The Carlton Draught’ to help make something that is already great, even greater”.
News Australia Sales’ general manager Neil Robinson said of the campaign: “This creative collaboration between the mX team and Carlton Draught is a great example of how we can respond to an advertiser need with our powerful brands and our leading editorial to create an innovative, highly-targeted outcome for consumers.”