Cadillac unleashes major marketing campaign throughout Detroit for Super Bowl
Indiantelevision.com
Team
(23
January 2006 5:00 pm)
MUMBAI: Cadillac, for the fifth consecutive
year, will maintain its position as the Official Vehicle of the Super Bowl and
presenting sponsor of the MVP Award for Super Bowl XL.
Cadillac will leverage
its relevance to the Motor City, home of this year’s Super Bowl, to create
integrated marketing efforts that best reach and introduce fans and consumers
to the brand and its products.
“The
Super Bowl is a unique opportunity to bring one of the world’s largest sporting
events and promotional platforms together with Cadillac, the iconic American luxury
brand. The Super Bowl is an exceptional platform to showcase the all-new 2007
Escalade and the entire Cadillac portfolio while reaching one of the largest and
most relevant audiences,” said Cadillac general manager Jim Taylor.
Cadillac’s fully integrated Super Bowl marketing efforts are being executed
seamlessly by its partner agencies, including its lead agency Leo Burnett Detroit
and media agency GM Planworks.
Following are highlights of Cadillac’s Super XL game-day marketing plans:
The first television spot for the 2007 Escalade,
“Chrome Couture,” debuts during the second quarter of the 5 February
game broadcast on ABC. The commercial highlights Escalade’s bold design and
its connection with fashion and luxury.
Cadillac
is the presenting sponsor of the Super Bowl XL MVP Award airing immediately after
the game. A 2007 Escalade will be placed on-field as the MVP trophy is presented,
and the MVP will also be offered a Cadillac of his choice.
Cadillac
will host its fourth annual Celebrity Grand Prix the day before this year’s
Super Bowl at the Michigan State Fair Grounds. The celebrity go-kart race will
benefit the first, second and third place winners with donations to their favorite
charities. Last year’s participants included Katie Holmes, Owen Wilson, Ryan
Cabrera, Regina King, Paul Walker, Chad Michael Murray, Fat Joe and several others.
Cadillac is the title sponsor for the post-game show and will
run the 60-second “Chrome Couture” spot again after the game.
In addition to game-day activities, Cadillac will be highly visible in the
weeks leading up to the Super Bowl. Highlights include:
A
fleet of approximately 425 Super Bowl logo’d vehicles will be provided to
the NFL for NFL staff, team executives and corporate partners. In addition, Cadillac
also will have approximately 250 vehicles (100 will be 2007 Escalades) for displays,
shuttles and VIP purposes.
Cadillac will post
vehicle displays throughout the city of Detroit including outside of Ford Field,
inside GM World Headquarters and the Super Bowl XL Media Center at the Renaissance
Center and at several other locations.
The NFL
Experience, the NFL’s interactive fan festival, runs from 1 to 5 February
at Cobo Hall. Cadillac will integrate elements from its motorsports program including
the championship winning CTS-V race car, vehicle displays promoting the Super
Bowl MVP and past MVP trophies and memorabilia.
Cadillac
has partnered with the Somerset Collection and the NFL Alumni to create the Cadillac
Super Bowl XL Theater inside the Somerset North Collection (19 January to 12 February).
The 32 seat/80 person capacity theater is a replica football stadium and will
offer consumers the opportunity to view a variety of NFL Films vignettes for a
$2 admission. Each video will have Cadillac content with all proceeds to benefit
NFL Alumni charities.
The road to Forty Defining
Moments Display will be located in the Somerset Collection North. The display,
created by Cadillac, recognises key moments that helped define Super Bowl’s
past and will focus on Cadillac’s sponsorship of the MVP Award.
Cadillac will have a major presence at the Motown Winter Blast,
which combines winter themed activities, outdoor concerts, street parties, ice
gardens and much more.
Significant out-of-home
advertising will be placed in and around the city including a 24,748 square-foot
wrap on GM’s World Headquarters, the Renaissance Center, as well as inside
the Detroit Metropolitan Airport, People Mover and several other locations.
Cadillac
will place a Super Bowl themed print ad for Escalade on the back cover of the
official NFL Super Bowl Program, NFL Experience Guide and the Detroit Salute Program.
The brand will also sponsor USA Today’s Special MVP Section. Additional
Super Bowl themed print ads will be placed in Sports Illustrated Super Bowl MVP,
Preview and Results Issues. Online advertising will include premium sponsorship
on FoxSports, SI.com and Superbowl.com.
Cadillac is a sponsor of a four-day
VIP event with ESPN The Magazine and will have a brand-themed exclusive
environment called Club Cadillac.
