NFL Super Bowl Watching Party by Visit The USA
Our client Visit The USA joined the NFL Super Bowl Party as naming and premier sponsor, capitalizing on a quintessential event of US pop culture to increase destination awareness and visitations.
Description
In collaboration with Com’Over – the appointed agency in France by the US National Football League (NFL), Mondello Enterprise made its client Brand USA join the brands BeInSport, New Era, G-Shock to leverage the visibility and attraction of the Super Bowl in the French market to increase destination awareness and visitations to the United States!
As we integrated suppliers United Airlines and Evasions USA, this 3-month promotional campaign leading up to the US quintessential pop culture event that is the Super Bowl successfully attracted 2,002 enthusiastic football fans to a spectacular 9-hour night event. We leveraged the nationwide visibility and engagement of this celebration focused on US’ vibrant culture to generate more excitement for travel to a captivated audience.
“Use a Nation’s Pop Culture as a Vehicle to Communicate to an Engaged Audience, leveraging its Affinity to Travel by tapping into the unique elements that resonate with modern consumers.”
Results and Impact
The event saw an impressive turnout of 2,002 attendees, including 30 media representatives, 400 VIP guests, and 50 influencers.
Leveraging various activations about travel during the event successfully promoted travel to the US to an attentive audience.
Seamless integration with partners Evasions USA and United Airlines generated 1,200 valuable opt-ins.
The social media reach was extensive, reaching 3.9 million individuals, with 11.5 million impressions and 18.2 million engagements.
The event also garnered €171K in earned media value through influencer collaborations, resulting in 42 articles, 10 interviews, 30 media mentions, and coverage on 4 TV and radio broadcasts.
Strategy and Tactics
To effectively introduce our products to the vibrant French market, it was absolutely imperative to align ourselves with a highly influential pop culture brand and engaging event. This strategic and clever decision not only helped us to connect with a pre-qualified and enthusiastic audience but also set the stage for an increase in future travel bookings to the United States. The choice of naming the event further enhanced our brand visibility, and the execution of numerous interactive activations before, during, and after the event significantly boosted excitement and engagement levels to new heights.
While 3.9 million individuals were reached nationwide, a whopping 70% of event attendees opted-in to travel activation.
