The News International title will launch a 60-second TV ad, by agency WCRS, at 9.15pm this Saturday (17 April), during the ITV1 show ‘Britain's Got Talent'.
The Sun has launched a teaser ad featuring the England team's Three Lions badge, in which a second star – denoting a World Cup win – appears over the badge, alongside the end line: "Maybe, just maybe". Teasers will also run on a Facebook campaign fan page.
Rob Painter, interim marketing director for The Sun, said the campaign was "one of the most ambitious marketing initiatives" undertaken by the newspaper, and that it would be one of the most "iconic campaigns" to tie in with the tournament.
He added: "We have created a marketing campaign that reflects our unique ability to ignite and capture the mood of the nation, a quality that will make The Sun the number one World Cup destination."
Media buying for the campaign is by Mindshare, with online advertising handled by Glue London and social media marketing by i-Level.
In February, it was announced that News Corporation's media brands are to collaborate with Korean car manufacturer Kia Motors, to create a platform for football supporters to follow this summer's FIFA World Cup in South Africa.
As part of the £1.5m deal, News International titles including The Sun, News Of The World, The Times and The Sunday Times, will collaborate with Sky Sports to provide multimedia content for fans.
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