World Wrestling Entertainment Inc. said Thursday that it has launched a multimillion-dollar multimedia campaign to support its WrestleMania XX pay-per-view event.
New York’s Madison Square Garden will host WrestleMania XX Sunday, March 14.
WWE is spending more than $5 million on the campaign, which combines traditional national media with local ads, street-level guerilla marketing and a grassroots tour. Its tag line is, "WrestleMania XX: Where It All Begins ... Again."
Ads will run in national print magazines such as Sports Illustrated, Entertainment Weekly, DC Comics and Mad magazine, including special four-page ads in SI’s40th anniversary swimsuit issue and EW’s "Oscar Winners and Losers" issue.
WWE also made national cable-TV buys on TBS Superstation, Turner Network Television and Cartoon Network's "Adult Swim" block, as well as purchasing online advertising on America Online Inc.