Adweek November 21, 2022

Fox Sports has embarked on its largest marketing campaign in network history ahead of the 2022 FIFA Men’s World Cup in Qatar, which began Sunday. The network’s multilevel campaign, “ ‘Tis the FIFA World Cup,” centers on the holiday season as the tournament takes place in the fall for the first time. It kicked off in July with a spot starring Jon Hamm as Santa Claus, irritated that he’ll be sharing the seasonal spotlight. Other spots included Tom Brady, Mariah Carey and the U.S. Men’s National Soccer Team. There will be a Macy’s Thanksgiving Day Parade World Cup-themed Balloonicle named Striker, the U.S. Soccer Star—the first time Fox Sports has had a balloon in the parade—and public watch parties of key World Cup matches in New York. Snow globe installations are appearing…

Iceland has become known in recent years for tourism campaigns that stand apart with outlandish ideas featuring ponies and Mark Zuckerberg look-alikes. This time, it’s calling on space tourists to come there instead, highlighting its naturally surreal landscape as a viable alternative to otherworldly environments—not to mention being a cheaper and more environmentally friendly trip with unlimited oxygen, fresh food and geothermal spas. “Iceland. Better Than Space” was created by creative agency SS+K.…

While Fox Sports spreads awareness of the World Cup, beloved fictional soccer coach Ted Lasso is stepping in with inspirational messages for the U.S. Men’s National Soccer Team ahead of the tournament. A series of billboards popped up in players’ hometowns last week, each featuring a funny and lengthy message of hope in Lasso’s iconic, idiosyncratic style. One message addressed to Tim Ream of Fulham Football Club compares the player to a bright light that Lasso can’t wait to see in action. Apple’s Emmy-winning comedy series previously worked with the U.S. Women’s National Soccer Team to reveal the names on its Tokyo Olympics roster.…

Marketing careers are often crucibles, trials by fire through which multifaceted talent learns to shine. And that heat only intensifies when blended with social media, events and startup culture. Rachel Moore, senior marketing director at event tech company Hubilo, thrives amid them all—she began in social marketing and moved into a dynamic career as a content marketer and people-focused leader. But she didn’t always know where she was headed. “I basically took the 20-year college plan,” Moore said, taking classes across three states before earning her bachelor’s in communications online from Colorado State University. Along the way, Moore worked in office administration, where one day she was tasked with creating a Facebook page and Twitter account for her employer. “That’s when I knew that marketing was my destiny,” she said. “You could say…

For the entire fall, our editorial team has been busy putting our heads together and honoring the premier brands, marketers, shows, campaigns, publishers and other worthy standouts across the entire industry through a variety of awards packages. But in this issue, we put the big decisions in your hands, via our fourth annual Adweek Readers’ Choice: Best of Tech Partner Awards, which spotlight the top advertising and marketing technology providers and leaders. Our Adweek audience rose to the challenge, selecting the outstanding performers in ad tech and mar tech across 33 different categories. So be sure to find out which demand-side and supply-side platforms, addressable TV solutions and online audience measurement offerings were selected by you and your peers. While the Adweek community was celebrating the Best of Tech, senior tech reporter…

The travel industry spent much of 2022 selling passengers on its comeback. Now after a summer of staff shortages, delays and cancellations, airlines are trying to redirect passenger expectations in time for holiday travel. The outlook seemed far more promising earlier this year. Booking.com, Expedia, Turkish Airlines and Vrbo all bought Super Bowl ads, while the Department of Transportation’s Bureau of Transportation Statistics (BTS) saw air passenger numbers increase 80% through June. But that comeback stumbled as inclement weather, a staff and pilot shortage, and the continued effects of Covid-19 on those depleted ranks contributed heavily to a logistical nightmare. BTS said nearly 21% of all flights during the first six months of 2022 were delayed, the worst airline performance since 2014—and 3.2% of all flights (106,000) were canceled outright. “A lot of…