Wolfgang Gerz, of the German Information Center, praises a PSA created by Salo Productions as the "single most effective tool in promoting the 2006 FIFA World Cup" soccer championship that kicks off June 9 in a dozen cities in Germany. More than three million people are expected to attend those matches.
Ray Salo shot a 30- and 60-second PSA called "A Time to Make Friends" on behalf of the Center and the German National Tourist Office.
The San Ramon, Calif.-based firm has produced such promotional fare evidenced by videos called "Finland: Fresh and Original," "How to Enjoy Japan," "The Grand Tour of the Alps," "Israel: Vibrant and Beautiful," and "Iceland: The Way Life Should Be."
Working with a $30,500 budget, Salo distributed his World Cup PSAs in February to 195 TV stations and five cable networks. A Spanish language version went to 60 Hispanic TV stations.
Salo designed the PSAs to build awareness that Germany was World Cup host country, tout the U.S. national team as a contender, and invite viewers to visit the "land of ideas" rich in "artistic and cultural activities."
The GIC purchased airtime on ESPN during nine warm-up games including the March 22 contest in which the Americans were drubbed 4-1 by the Germans in an exhibition in Dortmund.
The Center also sent DVD copies of the PSA to 60 offices worldwide as an extension of its public information program.
The campaign runs through June. Salo, who has more than 20 years of experience in producing PSAs, predicts his World Cup PSAs may wind up being seen by 50M people.