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Article: U.S. marketers take global tack with World Cup $1 billion to be spent on ad campaigns
- Article from:
- International Herald Tribune
- Article date:
- June 8, 2006
- Author:
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Mark Landler
International Herald Tribune
06-08-2006
With the kickoff of the World Cup just days away, even this most buttoned-down of German cities is cutting loose.Transforming itself into a giant billboard, Frankfurt lighted up its skyline over the weekend with vast, projected images of soccer stars and great moments from past tournaments, including gauzy shots of the gold World Cup trophy.Soccer's big event, which opens on Friday, hardly needs the extra plug. With a television audience of more than five billion viewers expected over the next four weeks, the World Cup is a marketing juggernaut, easily eclipsing the Super Bowl or the Olympics.''The World Cup has two things going for it ...