Detroit venues ramp up for Super Bowl
November 6, 2005
On Feb. 5, a Sunday, two NFL teams will meet at Detroit’s Ford Field for Super Bowl XL, and preparations for outdoor advertising surrounding the event are already well underway.
For sure, the area around the stadium will be the scene of much hoopla. Yet advertisers hoping to have their messages picked up by TV cameras covering the game are in for a disappointment, with key areas around the stadium strictly out of bounds.
“When the Super Bowl comes to town, we are mandated to protect the area around where it’s played against ambush marketing,” says Ken Kettenbeil, vice president of marketing and communications for the Super Bowl XL host committee.
No ads will be permitted in the area immediately surrounding the stadium, and ads in an outlying radius must adhere to certain guidelines. Says Kettenbeil: “It protects NFL sponsors as well as the look and feel of the city.”
Those restrictions put the kibosh on plans to wrap ads around abandoned buildings near the stadium. Still, non-Super Bowl media sellers plan to make a big day of it anyhow, even away from the action.
There’s still the opportunity to make an impression on the party-goers and out-of-town visitors on city and suburban roadways over the game weekend. They’ll be charging accordingly. Area billboard sales are ahead of schedule for the first part of next year, in many cases with rate increases, with the Super Bowl given as the reason.
The Detroit Transportation Corp., which operates the Detroit People Mover light rail system, is auctioning off ad space on the exteriors of its cars. Also in demand: mobile billboards.
Detroit’s Mobile Media Marketing Group normally charges $650-$1,500 a day for a mobile billboard but Mobile Media’s president, Rodney Price, tells Media Life rates will run $2,000-$2,500 per vehicle on Super Bowl Sunday.
Says Price: The idea to me is to stay outside the city.
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