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MIAMI PREPARES FOR BARRAGE OF SUPER BOWL AD GIMMICKS
Published January 4, 1995
South Florida residents are in for 25 days worth of exposure to every Super Bowl sponsor as the game creeps closer to its January 29 date in Miami. Coca-Cola, Shell Oil, 7-11, and McDonalds are all in the middle of Super Bowl promotions. Blockbuster and Office Depot are just two companies planning on getting their names on Super Bowl-related items this week. Anne Battistoni, McDonald's Boca Raton-based regional marketing manager: "You can expect an all-out marketing presence to welcome Super Bowl fans from around the country." Promotions vary, from Blockbuster's blanketing of Miami-area airports with Super Bowl welcome signs, to Coca-Cola's limited-edition Super Bowl XXIX Classic Coke bottles. Beginning next week, Coca-Cola will attach 1,000 Super Bowl/Coca Cola signs to light poles in the area and dispatch six semis with a "Welcome to South Florida Super Bowl message." The trucks will join four mobile Coca-Cola billboards in the area. Non-English speaking fans will not miss out, as the host committee's radio spots on the Super Bowl will also be broadcast in Spanish and Creole (Karen Branch, MIAMI HERALD, 1/3). EVERYWHERE ELSE: Super Bowl merchandise is hitting stores - - everything from T-shirts to baby bibs to special golf balls. The NFL expects to make up to $25M from Super Bowl merchandising and product licensing (USA TODAY, 1/4).