Aussie group trade up in UK: RCA joins forces with trendy fashion store USC in push to attract fans with free album sampler offer.(The Plot)

ROGUE TRADERS VOODOO CHILD (RCA)

RCA has teamed up with hip designer clothing chain USC to promote the new album from Australian dance act Rogue Traders, whose debut UK single Voodoo Child has been added to the Radio One A-list.

The promotion, which will begin a week ahead of the single's full commercial release on July 10, will include 100,000 postcards and 1,000 A4 sheets which are being distributed via USC'S 40 UK stores. The posters are designed to drive shoppers to the group's website, at which visitors can sign up to receive a free album sampler.

Marketing manager Adam Griffin says he hopes to establish the band from the offset as more than a one-hit wonder. "Because the single is so strong, the hardest part is to show everyone that there is actually a lot more to them than the one single. It's about ensuring there is longevity," he says.

The USC flyer promotion will be complemented with airplay of the album in-store and additional flyer distribution at key UK festivals T In The Park, Lovefest Weekender and Global Gathering, in a bid to target the act's core dance music audience. Ibiza also be the subject of promotion for the group, as RCA looks to reach Brits abroad.

Rogue Traders are certified double platinum in their native Australia, where the group had released one album before inviting former Neighbours actress Natalie ...