By Craig Zammit

SYDNEY: Philips Australia has launched an outdoor advertising campaign for the 2006 FIFA World Cup, which will culminate in the construction of the world’s biggest Ambilight TV in Berlin.

Appearing throughout June in New South Wales and Victoria, the advertising campaign will highlight Philips Ambilight TV technology and will include both roadside and mobile billboards, strategically positioned in high traffic retail areas.

The local campaign will represent a global advertising campaign for Philips which will see Ambilight technology showcased around the world in the lead-up to and during the 2006 FIFA World Cup.

“Our aim is not just to sponsor the FIFA World Cup, but to enhance the event for every fan, whether inside the stadium, in a host city or watching a match at home. Philips’ aim is simply to create a more powerful FIFA World Cup experience,” said Philips CEO Harry Van Dyk.

“The whole of Philips is involved in this. We have been involved in the World Cup for some time, but not at this depth,” he said.

The promotional program ranges from the provision of 10,000 Philips FlatTVs for use in media, broadcasting and for the official hospitality villages located in each host city, through to marketing initiatives focusing on Philips customers, an estimated 30 billion of whom are expected to watch during the four weeks of the competition.

During the World Cup, Philips will assemble the world’s largest Ambilight TV at the Brandenburg Gate in Berlin .