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The NY/NJ Super Bowl Host Committee

CREATIVE OVERVIEW

Super Bowl XLVIII made history as the first Super Bowl to played outdoors in a cold-weather city. It also made history for the following reasons:

  • It was the most watched television show in U.S. history

  • It drew 21% more credentialed media than ever before

  • It garnered unprecedented support from the region’s corporate and citizen populations and had a record number of high level sponsors 

But before the Broncos and Seahawks took to the field, years of preparation took place.

 

The NY/NJ Super Bowl Host Committee (SBHC) was my client and the organizing body of the big game. It was formed in 2011 in order to create a memorable Super Bowl for all – residents, visitors, businesses, the National Football League and its owners, along with many supporters and donors, and to establish the New Jersey and New York region as THE place to go for all big events during Super Bowl Week.

MY ROLE

I was part of a team that ran the strategic communications, crisis management, public relations, and and event management for SBHC initiatives. We guided them to achieve incredible success across a wide array of efforts and undertakings.

Some of the highlights included:

  • Supporting the NFL in creating Super Bowl Boulevard which drew an estimated 1.5MM people over 40 hours of programming during a four day period.

  • Staging the first-ever Kick-Off Spectacular featuring a live televised concert and fireworks display at Jersey City’s Liberty State Park during Super Bowl Week.

  • Raising over $13MM in partnership with the Snowflake Youth Foundation, supporting over 75 projects focused on the Region’s youth. It's estimated the projects will impact 60,000 young people per year and leave an impact for decades to come. 

  • Creating the first ever “Join the Huddle” Mobile Tour which covered 2,700 miles; made 55 stops throughout New Jersey, New York City and lower Westchester County and drew over 250,000 attendees.

  • Organizing the Super Community Blood Drive resulting in 420,000 pints of blood being donated.

  • Collecting 117,000 coats for those in need via the Super Community Coat Drive.

  • Planting over 27,000 trees in 15 counties across New York City and New Jersey in partnership with the NFL.

  • Helping to make 80,000+ guests more comfortable at the MetLife Stadium on Super Bowl Sunday via an extensive joint NFL and SBHC undertaking known as the “Warm Welcome Program” which provided products and services for fans.

  • Organizing a team of 40 volunteers to respond in real time on social media to inquiries directed at @NYNJSuperBowl or the #SBQuestions hashtag as part of a Social Media Command Center.

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