Blue Sky Kicks Off Peach Bowl Push

ATLANTA Blue Sky has launched an ad campaign to promote the annual New Year’s Eve Peach Bowl college football game here, the agency said.

The campaign by the independent Atlanta shop is airing on regional television and radio stations. Print ads are being placed in the Atlanta Journal-Constitution.

This is the eighth year of the Chick-fil-A Peach Bowl, which pits a team from the Southeastern Conference against a squad from the Atlantic Coast Conference. Blue Sky has produced advertising for the event for the past three years.

This year’s campaign builds on the “Rivalry” theme used in last year’s campaign. The tagline this year is “A lifelong rivalry.” The ads illustrate that the passion for the game begins early in life and continues until death.

According to David Epps, vice president of marketing and sales for the Peach Bowl, the game has sold out and set attendance records at the Georgia Dome since Blue Sky began producing the advertising. Last year, a record 75,125 people attended the game, more than were at Super Bowl XXXIV in Atlanta in 2000.

“Blue Sky has definitely helped positively impact our ticket sales and viewership,” Epps said. “They really know how to take a concept and execute it at the most effective level.”

The game also has been an effective marketing tool for Chick-fil-A, the Atlanta-based restaurant chain that has sponsored the event every year since its launch.

“The day of last year’s game, we sold more Chick-fil-A sandwiches than any other single day in our company’s history,” said Steve Robinson, the company’s chief marketing officer.