Cadillac Celebrates Fifth Year As Official Vehicle Of The Super Bowl With Major Marketing Presence Throughout Detroit
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,” said Jim Taylor, Cadillac general manager. “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.”
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 Bowl XL game-day marketing plans:
The first television spot for the 2007 Escalade, “Chrome Couture,” debuts during the second quarter of the Feb. 5 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 Feb. 1-5 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 (Jan.19-Feb. 12). 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, recognizes key moments that helped define Super Bowls 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 will host an MVP Press Conference featuring several past MVPs on Wednesday, Feb. 1 at Seldom Blues restaurant at the Renaissance Center .
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.