Using Zidane's Head-Butting Incident to Promote Holiday Bookings

An Irish travel firm is urging people to "use your head" and book holidays on its web site. Stein Travel, the country's largest independently owned tour operator, features Zinedine Zidane, the French soccer star, in a cheeky e-mail campaign to drive online bookings. A caption along with a picture of Zidane at [www.steintravel.ie] says, "Use your head." Zidane was involved in a head-butting incident in the recent FIFA World Cup final. A spokesperson for Stein Travel reportedly said the ad was designed in its marketing department to promote online sales, which already account for more than 15 percent of its business.

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