The Challenge

Hosting the Super Bowl is an opportunity to capitalize on the media/PR opportunities that only come with hosting the Super Bowl in order to generate interest in, awareness of and appreciation for New Orleans as a vibrant and progressive destination; provide a platform for positive messaging about the region and state that are of interest to targeted constituents; and highlight metro New Orleans as a premier city that is built to host the Super Bowl, and a premier location to safely live, work and play.

The Strategy

Using the theme “It’s what we do,” TEG built a year-long communications campaign around the qualities that make New Orleans an unrivaled host: its culture, hospitality and proven ability to deliver on the world’s biggest stage. The strategy extended the story beyond football, highlighting local businesses, nonprofit investment, workforce development and community participation.

The Execution

TEG created a steady stream of media moments leading into Game Week: from the kickoff press conference and first-ever Super Bowl parade announcement to major community initiatives. Storytelling amplified the $3.5 million Impact 59 grant program, recruited more than 7,000 Super Bowl ambassadors and drove record participation in the NFL Supplier Diversity Program, all while keeping New Orleans in the national spotlight.

The Outcome

The campaign turned the Host Committee’s work into a year-long campaign to promote the economic, social and cultural benefits that the Super Bowl brings to the city. TEG generated 3,892 earned stories and mentions across all 50 states and approximately 35 international markets. The work delivered 7.88 billion earned media impressions, $72.9 million in advertising value and an estimated $182.3 million in public relations value, elevating the city, engaging its communities and creating a legacy that extended far beyond the final whistle.