Monster debuts campaign featuring race car team

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New York—Online employment company Monster Worldwide has launched an international campaign in partnership with a Formula One auto racing team to highlight the company's work with human relations departments looking to hire employees. The campaign, called “Cool Jobs,” seeks to fill up to 40 positions in the Marussia racing team, based in Banbury, England, with the first promoted position being an “aerodynamicist.” The Marketing Arm, Dallas, created the campaign. The budget, said Ted Gilvar, exec VP-global CMO at Monster, is less than $1 million. “We have a presence in 55 countries and we wanted to position our platform with global appeal,” Gilvar told BtoB. He said the small budget will be augmented by the global popularity of Formula One racing. “When you have content that's interesting, the more you get free exposure across social media and PR,” he said. In addition to its microsite, the campaign is supported by videos on YouTube. Gilvar said Marussia drivers will also be available for hospitality events with corporate HR departments.
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