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Budweiser, FX Team Up To Honor America’s Heroes
During Special Showing Of ‘Men Of Honor’ On July 14
July 11, 2005
Five Short Videos Highlight Success of ‘Here’s to the Heroes Tour 2005’
ST. LOUIS (July 11, 2005) – Budweiser has teamed up with FX to salute the U.S. military with a special showing of Men of Honor starring Robert DeNiro and Cuba Gooding Jr. at 8 p.m. EDT on July 14. FX will complement the film with five documentary-style short videos featuring highlights of the “Here’s to the Heroes Tour 2005,” Budweiser’s 21-city national tour that honored our nation’s military by allowing the American public to record video messages of support for U.S. troops around the world.
“Anheuser-Busch has supported the U.S. military for more than 150 years, and we’re always working to create new ways to show our troops that we continue to support and honor their peace-keeping efforts,” said Tom Shipley, Budweiser brand manager. “Our unique partnership with FX allows us to convey to the nation the tremendous success of the ‘Here’s to the Heroes Tour’ while honoring our nation’s military with a great motion picture event.”
The “Here’s to the Heroes Tour” traveled more than 17,600 miles and collected video messages from more than 10,000 Americans. Accompanying the Tour were eight-horse teams of the world famous Budweiser Clydesdales, along with SeaWorld and Busch Gardens animals.
The two 30- and three 45-second short videos to air during Men of Honor were created specifically for broadcast on FX to communicate the success and significance of Budweiser’s “Here’s to the Heroes Tour.” The videos feature behind-the-scenes footage of the tour and the Budweiser Clydesdales, plus interviews and messages of support from the public filmed along the way. The first-of-its-kind partnership between Budweiser and FX also includes five billboards during the broadcast, 25 promotional announcements, four commercials and category exclusivity. The short videos also will be included in an encore showing of Men of Honor at 10:15 p.m. EDT.
“The Anheuser-Busch partnership and the association with the ‘Here’s to the Heroes Tour’ signifies one of FX’s proudest achievements,” said Bruce Lefkowitz, executive vice president, Fox Cable Entertainment Sales. “This program represents the essence of branded interstitial programming. The combination of truly compelling subject matter and an ideally suited environment provide a great forum for Budweiser and this important program. By creating content that informs and entertains our viewers, we reinforce a strong brand association for the Anheuser-Busch family of products.”
On April 22, one eight-horse Budweiser Clydesdale hitch started in New York and another Clydesdale hitch left San Francisco for the cross-country trek. The “Here’s to the Heroes Tour” traveled to 21 cities in 10 weeks, visiting events such as local festivals, Major League Baseball games, parades and bike rallies and covering more than 17,600 miles. The Tour’s mobile exhibit contained a display chronicling Anheuser-Busch’s 150-year history of support for the military, along with a video recording studio that allowed visitors to tape customized messages to U.S. troops serving overseas. The messages will air throughout the summer on American Forces Radio and Television Service (AFRTS) at U.S. military outposts in more than 177 countries worldwide and on the Pentagon Channel, which reaches 150 military bases in the United States. Select videos also appear on Budweiser.com.
The “Here’s to the Heroes Tour 2005” is part of the Department of Defense’s America Supports You program, an ongoing nationwide effort that showcases and communicates America’s support to the men and women of the Armed Forces.
Due to overwhelming public and military response to the “Here’s to the Heroes Tour,” Budweiser will continue the Tour in select cities through the summer.
“Budweiser has been overwhelmed with the emotional response we’ve received from the public and from U.S. troops overseas to the messages collected during the ‘Here’s to the Heroes Tour.’ We feel it is important for American companies and everyday Americans to step up and let the troops know we support them,” said Rocky Sickmann, director of Military Sales, Anheuser-Busch, Inc. “Everyone from mothers, fathers and families of active duty servicemen and women, to those who don’t know anyone in the military, to firemen, policemen, mayors and senators and celebrities like comedian Tom Arnold and Chipper Jones of the Atlanta Braves, have all delivered heartfelt and energetic messages of support for the men and women serving our nation during the tour.”
The initial “Here’s to the Heroes Tour” came to a grand conclusion during the nation’s largest Independence Day celebration light show on July 3 at Fair St. Louis. More than 336,000 watts of lights beamed 120,000 miles into space as the two teams of Clydesdales met atop the historic Eads Bridge following their cross-country journey. The finale on the Eads Bridge brought to life Budweiser’s “Everyday Heroes” Clydesdale commercial which depicts the gentle giants traveling to cities and towns across the United States in honor of America’s everyday heroes – such as police officers, military personnel, parents, coaches, firemen and more. The “Everyday Heroes” ad, created by Waylon Advertising of St. Louis and filmed by Academy Award-winning cinematographer Bob Richardson, aired nationwide from Memorial Day to July 4.
FX is the flagship general entertainment basic cable network from FOX. Launched in June of 1994, FX is carried in more than 85 million homes. The diverse schedule includes a growing roster of distinctive original series and movies, an established film library with box-office hits from 20th Century Fox and other major studios, an impressive roster of acquired hit series and NASCAR.
Based in St. Louis, Anheuser-Busch Cos., Inc. is the leading American brewer holding 50 percent of the U.S. beer market. The company is American-owned and brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch ranked first in the U.S. beverage industry in FORTUNE magazine’s 2005 “America’s Most Admired Companies” and in the top 30 on FORTUNE’s 2005 “Global Most Admired Companies” list. The company is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is the world’s largest recycler of aluminum beverage containers. For more information, visit www.anheuser-busch.com.
July 11, 2005
Five Short Videos Highlight Success of ‘Here’s to the Heroes Tour 2005’
ST. LOUIS (July 11, 2005) – Budweiser has teamed up with FX to salute the U.S. military with a special showing of Men of Honor starring Robert DeNiro and Cuba Gooding Jr. at 8 p.m. EDT on July 14. FX will complement the film with five documentary-style short videos featuring highlights of the “Here’s to the Heroes Tour 2005,” Budweiser’s 21-city national tour that honored our nation’s military by allowing the American public to record video messages of support for U.S. troops around the world.
“Anheuser-Busch has supported the U.S. military for more than 150 years, and we’re always working to create new ways to show our troops that we continue to support and honor their peace-keeping efforts,” said Tom Shipley, Budweiser brand manager. “Our unique partnership with FX allows us to convey to the nation the tremendous success of the ‘Here’s to the Heroes Tour’ while honoring our nation’s military with a great motion picture event.”
The “Here’s to the Heroes Tour” traveled more than 17,600 miles and collected video messages from more than 10,000 Americans. Accompanying the Tour were eight-horse teams of the world famous Budweiser Clydesdales, along with SeaWorld and Busch Gardens animals.
The two 30- and three 45-second short videos to air during Men of Honor were created specifically for broadcast on FX to communicate the success and significance of Budweiser’s “Here’s to the Heroes Tour.” The videos feature behind-the-scenes footage of the tour and the Budweiser Clydesdales, plus interviews and messages of support from the public filmed along the way. The first-of-its-kind partnership between Budweiser and FX also includes five billboards during the broadcast, 25 promotional announcements, four commercials and category exclusivity. The short videos also will be included in an encore showing of Men of Honor at 10:15 p.m. EDT.
“The Anheuser-Busch partnership and the association with the ‘Here’s to the Heroes Tour’ signifies one of FX’s proudest achievements,” said Bruce Lefkowitz, executive vice president, Fox Cable Entertainment Sales. “This program represents the essence of branded interstitial programming. The combination of truly compelling subject matter and an ideally suited environment provide a great forum for Budweiser and this important program. By creating content that informs and entertains our viewers, we reinforce a strong brand association for the Anheuser-Busch family of products.”
On April 22, one eight-horse Budweiser Clydesdale hitch started in New York and another Clydesdale hitch left San Francisco for the cross-country trek. The “Here’s to the Heroes Tour” traveled to 21 cities in 10 weeks, visiting events such as local festivals, Major League Baseball games, parades and bike rallies and covering more than 17,600 miles. The Tour’s mobile exhibit contained a display chronicling Anheuser-Busch’s 150-year history of support for the military, along with a video recording studio that allowed visitors to tape customized messages to U.S. troops serving overseas. The messages will air throughout the summer on American Forces Radio and Television Service (AFRTS) at U.S. military outposts in more than 177 countries worldwide and on the Pentagon Channel, which reaches 150 military bases in the United States. Select videos also appear on Budweiser.com.
The “Here’s to the Heroes Tour 2005” is part of the Department of Defense’s America Supports You program, an ongoing nationwide effort that showcases and communicates America’s support to the men and women of the Armed Forces.
Due to overwhelming public and military response to the “Here’s to the Heroes Tour,” Budweiser will continue the Tour in select cities through the summer.
“Budweiser has been overwhelmed with the emotional response we’ve received from the public and from U.S. troops overseas to the messages collected during the ‘Here’s to the Heroes Tour.’ We feel it is important for American companies and everyday Americans to step up and let the troops know we support them,” said Rocky Sickmann, director of Military Sales, Anheuser-Busch, Inc. “Everyone from mothers, fathers and families of active duty servicemen and women, to those who don’t know anyone in the military, to firemen, policemen, mayors and senators and celebrities like comedian Tom Arnold and Chipper Jones of the Atlanta Braves, have all delivered heartfelt and energetic messages of support for the men and women serving our nation during the tour.”
The initial “Here’s to the Heroes Tour” came to a grand conclusion during the nation’s largest Independence Day celebration light show on July 3 at Fair St. Louis. More than 336,000 watts of lights beamed 120,000 miles into space as the two teams of Clydesdales met atop the historic Eads Bridge following their cross-country journey. The finale on the Eads Bridge brought to life Budweiser’s “Everyday Heroes” Clydesdale commercial which depicts the gentle giants traveling to cities and towns across the United States in honor of America’s everyday heroes – such as police officers, military personnel, parents, coaches, firemen and more. The “Everyday Heroes” ad, created by Waylon Advertising of St. Louis and filmed by Academy Award-winning cinematographer Bob Richardson, aired nationwide from Memorial Day to July 4.
FX is the flagship general entertainment basic cable network from FOX. Launched in June of 1994, FX is carried in more than 85 million homes. The diverse schedule includes a growing roster of distinctive original series and movies, an established film library with box-office hits from 20th Century Fox and other major studios, an impressive roster of acquired hit series and NASCAR.
Based in St. Louis, Anheuser-Busch Cos., Inc. is the leading American brewer holding 50 percent of the U.S. beer market. The company is American-owned and brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch ranked first in the U.S. beverage industry in FORTUNE magazine’s 2005 “America’s Most Admired Companies” and in the top 30 on FORTUNE’s 2005 “Global Most Admired Companies” list. The company is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is the world’s largest recycler of aluminum beverage containers. For more information, visit www.anheuser-busch.com.