Monster.com Gets $125 Million Birthday Campaign

Monster Worldwide celebrates the 10th anniversary of its job search Web site with a yearlong $125 million advertising and promo campaign with a strong slate of sponsorships.

Monster has earmarked $50 million for broadcast ads and local marketing initiatives.

Themed "Today's the Day," the campaign breaks Dec. 26 with TV spots via Deutsch, Inc., New York City. A second spot breaks during Super Bowl.

Monster also ratchets up activation of its sponsorships of the NCAA and the 2004 U.S. Olympic Team. Monster first sponsored the Olympic team in 2002, when it formed TeamUSAnet to help athletes look for jobs, mentors and career advice. That program continues this year.

Maynard, MA-based Monster also will run a slate of online promos throughout the year; step up its presence on search engines; and provide career content for Lycos.com, Wired.com and other Lycos Terra sites.