By Rebecca Harris
The official launch of Boag’s Draught in the Australian mainland has been marked with an innovative campaign — ‘The Great Tasmanian Pipeline’.
Created with Mojo Sydney, the campaign is based on a “massive green, interconnected network” that pumps Boag’s Draught from Tasmania to the mainland.
Lion Nathan premium category director, Arno Lenior, said the campaign is designed to highlight Boag’s Draught’s availability on the mainland in a unique and entertaining way.
“Mainland Australia has been denied the taste of a freshly poured Boag’s Draught for too long,” Lenior said.
Pipe installations are currently under construction in bars and pubs, including the Slip Inn in Sydney and the Crown Casino in Melbourne, with more venues expected to be signing up over the next few months.
In addition, a faux public-awareness campaign consisting of venue posters and informational pamphlets, will also take place over the coming weeks.