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US: A-B plays on patriotism in marketing push

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Beer producer Anheuser-Busch is playing the patriotic card in its latest marketing push.

The company has launched a "Here's to the Heroes Tour 2005."  The tour of festivals and sports events in 21 cities on Friday will feature its Clydesdale horses and recording booths for visitors to send messages of thanks to be broadcast to US soldiers in Iraq and elsewhere

The troops overseas will have the opportunity to record personal messages of thanks to supporters at home to be played on two large screens at each end of the mobile display.

Visitors will be filmed individually in a 10-foot by 10-foot recording studio for their own 10- to 30-second greetings to the troops and can select one of three background images for their messages. The messages will then be played on American Forces Radio and Television Service (AFRTS) at U.S. military outposts in more than 177 countries worldwide and on the Pentagon Channel which reaches 150 military bases in the United States.

Anheuser-Busch will also air a 60-second spot on US television saluting police officers, military personnel and firefighters.


Sectors: Beer & cider

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