Luxury watch manufacturer to advertise in select host cities during World Cup
CHICAGO (June 1, 2014) Bulova, the luxury watch and clock manufacturer, is planning an out-of-home advertising campaign centered on the 2014 FIFA World Cup in Brazil. Building on its relationship as Official Timekeeper of English Premier League football club, Manchester United, Bulova will introduce its extraordinary style and design to three of Brazil’s most widely visited cities.
Targeting affluent men and women who will travel to Brazil for the World Cup, this segment of Bulova’s Latin American strategy will place media in airports that are expected to see a high volume of travelers: Brasilia, Rio de Janerio and Sao Paulo. Airport terminals and surrounding areas will display Bulova advertisements for the duration of the World Cup’s festivities this June and July. These World Cup host cities will see record numbers of spectators and tourists alike during this period.
“The FIFA World Cup is without a doubt one of the most popular and competitive advertising arenas of the year. Millions will travel to Brazil from all over the world to watch the games and celebrate in the festivities,” remarked Saul Hernandez, Bulova VP Asia Pacific, Latin America & Travel Retail, “Bulova’s relationship with the soccer world has already enriched our identity in Latin America. It’s thrilling to bring our brand to the global stage at this world class event.”
This is the second phase of Bulova’s Latin American branding strategy which aims to introduce its timepieces to the region. The first campaign was orchestrated by The San Jose Network, Bulova’s Latin American Agency of Record. During this past holiday season, Bulova and SJN launched the first television campaign to ever run in Spanish in every Latin American country simultaneously.
“The World Cup is the premier sporting event of the world. It’s thrilling to bring a brand whose identity is so closely tied to soccer to this international celebration; it’s an honor to be entrusted with the coordination of advertising for this global stage,” noted George L. San Jose, chairman of The San Jose Network. “The recognition that Bulova will receive through these placements will add tremendous value to its brand and further strengthen its relationship with Latin America.”
About Bulova
Founded in 1875, Bulova remains one of the world’s most recognized brands, reaching a wide range of consumers with its Bulova, Bulova Accutron, Caravelle New York and licensed Harley-Davidson Timepieces by Bulova watches, Frank Lloyd Wright Collection watches and clocks, and the award-winning Bulova Clocks. An independent subsidiary of Citizen Watch Company, Ltd. of Japan, Bulova is headquartered in New York City, with offices in Canada, China, Germany, Hong Kong, Italy, Japan, Mexico, Switzerland and the United Kingdom. Continuing to maintain its position at the forefront of the timekeeping industry, Bulova is committed to upholding an extraordinary legacy of excellence in design, style and technology as it expands to meet the needs of a diverse global audience.
About The San Jose Network Ltd
The San Jose Network Ltd (SJN) is an international independent advertising agency network serving the multicultural markets of the U.S. and Latin America. Our services include: business planning, research, brand strategy and ROI modeling. Our independent agency network specializes in advertising message development, TV commercials, persuasive content and ideation across digital, social and advertising channels. SJN services Fortune 1000 clients and today’s leaders across public relations, marketing consulting, social media, channels/media planning and media buying.