Rives Carlberg has won the first stage of a contract to promote Houston's new as-yet-unnamed National Football League team following an extensive review.
The Houston agency's initial task on behalf of Houston NFL Holdings is a campaign to raise funds for the city's new retractable-roof stadium. Billings until the end of this year are estimated at $1 million.
"We're really turning some fast work for these guys. We're getting things approved on Friday and making a print run over the weekend," said agency chief executive officer Chuck Carlberg.
Television commercials broke on Thanksgiving Day promoting the stadium's permanent seat license (PSL) program, which aims to sell fans the permanent right to buy tickets each year for particular seats. The ads use NFL footage and the simple tagline "NFL. PSL. SFL (seat-for-life)."
"It's a hard-driving, sell-some-seats kind of thing," said Carlberg of the agency's challenge. The client hopes to presell 40 percent of the stadium's 69,000 seats as part of a funding agreement struck with the county.
Upcoming duties for Rives Carlberg will include promoting luxury suite sales and developing signage at the stadium, which is scheduled to open in 2002.
Carlberg hopes to follow up those assignments with an advertising campaign promoting a name-the-team contest to be held in January.
Local businessman Bob McNair, the principal in Houston NFL Holdings, won the expansion team earlier this year after promising sellout game crowds in the former market of the Houston Oilers. The Oilers are now the Tennessee Titans. K