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Industry: Email Alert RSS FeedMasterCard goes global for 1994 World Cup. (launches $75-million ad campaign preparatory to soccer tournament) (Brief Article)
Broadcasting & Cable, June, 1993 by Cooper, Jim
Capitalizing on the international fervor associated with the World Cup soccer matches (Broadcasting & Cable, June 7), MasterCard is reaching around the globe with an ad campaign that's part of a $75 million 1994 World Cup sponsorship. Using television, radio and print ads, MasterCard has launched a campaign that its members from six regions around the world can tailor to their audiences.
Already, members in at least eight countries have ordered the spots, which were made available in May. The television ads will feature soccer legend Pele. The spots will also feature Leonard Bernstein's "America" from the musical "West Side Story"--the first time his music has been used in advertising. Karen Isaksen-Taylor, vice president of global advertising...
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