Foster's brings Australian beach volleyball to Covent Garden

The one-day event took place in Covent Garden
The one-day event took place in Covent Garden

Australian beer brand Foster's Radler teamed up with agency TVC to recreate the excitement of London 2012 Olympic Games on Wednesday (30 July) by opening a beach volleyball court in the centre of Covent Garden.

Team GB volleyball players Zara Dampney and Lucy Boulton played each other on the court, as well as challenging members of the public to a game.

In light of the company’s Australian heritage, the piazza in the popular tourist destination was transformed by supplier Beach Events to mimic a beach down-under with 60 tonnes of sand and deckchairs. Samples of the fruit-flavoured beer were also on-hand for passers-by to enjoy.

The activation was designed not only to promote the company’s summer offering, but also to campaign for the sport to be included in the 2018 Commonwealth Games, set to be held in the Gold Coast, Australia.

Dampney said: "It’s great that people have started to recognise beach volleyball, especially since the Olympics. All we’ve got to do now is keep that momentum going and hopefully you’ll be seeing us at Gold Coast 2018."

Emma Sherwood-Smith, Foster’s Radler marketing manager, added: "We believe that a world with more beach volleyball is a better world, so we’re campaigning for more of this great sport, starting with the Covent Garden beach volleyball court."

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