Budweiser unveils details of PR plan

World Cup sponsor Budweiser this week unveiled details of a PR plan to capitalise on its backing of the tournament, which will be held in Japan and South Korea from 31 May to 29 June. As a stunt to bag coverage for its brand, Bud has created a pub football tournament to shadow the main event. The Budweiser Cup is a six-a-side international football tournament for pubs and bars. Regional heats will be held across the UK until three national teams are found to represent England, Scotland and Wales in an international final to be held in South Korea. The PR campaign will be overseen by Bud marketing manager Randall Blackford and organised by a five-strong account team led by Consolidated Communications director Rachel Sansom.

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