Published November 11, 2011
Top Rank touts Saturday's Pacquiao bout with insert parodying Manila Bulletin
Boxing promoter Top Rank broke ground this morning with an unprecedented four-page insert in USA Today that touts Saturday night’s Manny Pacquiao
-Juan Manuel Marquez
HBO PPV bout with an interesting twist – an Onion-like parody of the Manila Bulletin newspaper, replete with a licensed reproduction of the 111-year-old paper’s masthead and a massive “Paquiao For President?” headline, cast in red, gold and blue. The advertising insert, billed as a collector’s edition, runs in USA Today nationally, wrapped by an additional “Don’t Miss” teaser in papers distributed in N.Y., L.A. and Las Vegas. Top Rank and HBO, which collaborated on the project, spent in the mid six figures, including production costs.
For more on this story, see today's issue of THE DAILY