MCN and Subaru have teamed up to put River Cottage Australia host Paul West front and centre of a whirlwind food and wine tour to promote its new season.
River Cottage Australia host Paul West's appearance at the Pyrmont Festival in Sydney over the weekend was the culmination of a whirlwind tour of Australian food and wine festivals in a brand partnership between Subaru and the TV show.
The show, airing on Foxtel, recently went on a roadtrip ahead of the season three launch on 26 May with show host Paul West front and centre.
The roadshow was put on by MCN's activations division, Multiply Activations, and fed into a desire from fans of the show to forge a deeper connection with it, which goes beyond the TV screen.
“There is a growing demand for viewers to have access to their favourite programs offline and beyond the screen, providing brands with a huge opportunity,” Multiply's national director of integration and partnerships, Elizabeth Minogue, said.
“For River Cottage Australia we wanted to create a campaign that could allow fans to interact and engage with the program organically and in a community focused environment that reflected the show.
