"We feel the ads in Times Square will bring a lot of benefits," said Roberto Viejo, chief sales and marketing officer at Procermex in San Antonio, "not just for the New York market but for the world market."
Corona Extra is distributed in 150 countries, Mr. Viejo
said, so the visibility the signs will derive from being at the so-called crossroad of the world will help build the brand's image internationally as well as in America.
Taking so prominent a place "is another way of saying it's our time to come in and say we're a player" in the global beer business, he
Katz and Mr. Turner declined to discuss the financial terms of the lease for the signs, as did Mr. Viejo