Notes From The Big Easy: Corporate Spenders; Ambush Alert
New Orleans is a "sellout for marketers wanting to reach fans" going to the Super Bowl, according to Theresa Howard of USA TODAY. Super Bowl Host Committee VP/Marketing Billy Ferrante: "Some companies were tenuous at first, but interest and demand came back." Ferrante estimates that "marketers and 100,000 visitors will spend about" $400M. Coca-Cola, Miller, Maxim magazine and Playboy are "among the spenders" (USA TODAY, 1/31).
AMBUSH LEAGUE: In New Orleans, Stewart Yerton writes on ambush marketing around the Super Bowl. Procter & Gamble's Tide has a billboard outside the main entrance to the Super Bowl reading, "Because there are more than XXXVI ways to ruin your clothes. Enjoy the big game." NFL Senior VP/Special Events Jim Steeg: "Somebody's always going to buy a sign, and there's nothing you can do. What we're really trying to do is prevent the flea market-type activity."  | Tags Puts The
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Lombardi Trophies | Meanwhile, Yerton notes while Miller is the official beer of the Super Bowl, A-B will "bolster" its rights as the exclusive beer advertiser on Fox' telecast "with a host of 'Bud Bowl' activities in New Orleans, including a free concert Saturday night." But A-B VP/Brand Management Bob Lachky said, "That's not guerrilla marketing, that's just good marketing" (New Orleans TIMES-PICAYUNE, 1/31).
UN-CON-VINCE-D: R.S. Owens President Scott Siegel, whose company makes replica Vince Lombardi trophies but "only for legitimate Super Bowl winners," said that "he'd love to license with the NFL to make collectible Super Bowl trophies for fans," as "there's a huge, untapped market." But NFL Commissioner Paul Tagliabue has "made it clear that he wants the trophy to remain pristine" (USA TODAY, 1/31).
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