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SBD/September 27, 2011/Marketing and Sponsorship
Source Communications Lands Ad Account For Super Bowl XLVII Host Committee
Published September 27, 2011
LET IT SNOW: The host committee today unveiled its ad and marketing campaign amid jokes that the first outdoor cold weather Super Bowl is expected to fail. “We have a lot of people betting against us,” said NFL Commissioner Roger Goodell at a breakfast press conference at the Museum of Modern Art in midtown Manhattan. Jets Owner Woody Johnson said, “The world is waiting for us to screw up.” The logo of the host committee features a snowflake, indicating the organizers have decided to embrace the notion that severe weather could affect the game. The tag line of the print advertisement reads, “A Super Bowl So Historic, It Takes Two States To Host It.” The television and print advertisements are designed to introduce the New York/New Jersey Super Bowl Host Committee to the metro-area market, as well as the 22 corporate sponsors. The print ad launches in tomorrow's N.Y. Times. After the press conference, host committee CEO Al Kelly said he expected his group to raise $50M to stage the event.