San Diego Is Feeling Super, Too | Adweek San Diego Is Feeling Super, Too | Adweek
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San Diego Is Feeling Super, Too

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The players have yet to suit up for this year's Super Bowl in New Orleans, but plans for next year's game in San Diego are well under way.

The San Diego Super Bowl Host Committee said last week it has hired local shop Matthews/Mark to create an identity and advertising package for Super Bowl XXXVII. The agency, which landed the assignment without a review, will also handle the committee's publicity efforts.

"It was an easy call to make," said committee president Ky Snyder. "I knew the people there and had always admired their work. Their creative genius came out in meetings we had early on, and they had a real flavor for getting the point across."

The committee first asked Mat thews/Mark for help in 1999 as it prepared to pitch San Diego to the NFL as a potential Super Bowl site. The shop helped develop a pitch book and created posters with such images as killer whale Shamu jumping out of the water at SeaWorld with a football on his nose and a gridiron transposed on a golf fairway.

Agency CEO Jim Matthews said the win gives the 60-person agency the "opportunity to do some great work for the world's greatest sports event." He added: "We live and breathe in San Diego, and we want to make our city look good."

Billings could not be determined. Efforts will be driven by corporate-sponsor dollars, said Matthews, who also serves on the host committee's community council, a group of 50 San Diego leaders responsible for coordinating local activities related to the Super Bowl.

The shop has already created a logo—a football as the underside of a surfboard—and a slogan, "San Diego. America's super city." Both will be used in marketing materials distributed by the host committee. "We wanted it to be representative of the feel and tone of San Diego," Matthews said. "It's the kind of thing that can be used in conjunction with events, posters, buttons and street banners, without explanation."

The logo speaks to "the fun of San Diego," a place with good weather that combines creativity and business, Snyder said.

One print ad is also finished, featuring red-and-black swimming trunks with the headline, "Official uniform of Super Bowl XXXVII." The ad will appear Feb. 2 in a program for Taste of the NFL, a food-and-wine event designed to raise awareness and money for hunger-relief organizations.