This Sunday, as the Seattle Seahawks face off against the New England Patriots on the field, travel companies and global brands are also eager for a victory; the Super Bowl is the pinnacle—and priciest—platform for marketing.
Bloomberg reports that some advertisement slots during the event could reach approximately $10 million, influenced by their timing and location. A number of brands that have historically dominated the Super Bowl advertising landscape will be showcased again this year, including recognizable names such as Budweiser, Dunkin’, Michelob Ultra, Pepsi, Pringles, and others.
This year, the travel sector will feature prominently with several key players seeking the interest of millions of spectators, albeit not as many as in previous years (for instance, last year saw the introduction of the MSC Cruises ad featuring Orlando Bloom and Drew Barrymore).
As anticipation builds, here’s a look at the travel brands scheduled to promote their services during Sunday’s Super Bowl:
Expedia
Historically, Online Travel Agencies (OTAs) have accounted for the highest advertising spend among travel firms during the Super Bowl, with previous years showcasing brands like Expedia and Booking.com. This year, Expedia shines with a commercial entitled “Going Places with Ken,” promoting itself as “the go-to destination for travel.”
The advertisement features the Ken doll from Mattel, celebrating the doll’s 65th anniversary. It will be played during pre- and post-game segments in the United States, alongside a 30-second ad spot in Canada and a 20-second segment in Mexico during the game.
Southwest Airlines
Southwest Airlines has experienced a notable evolution over the last few years. The airline recently moved away from its “Bags Fly Free” policy, open seating, and other distinctive characteristics that separated it from competitors. Now, with a fresh ad, the airline reflects on its past while humorously recalling its former practices, which will debut on Peacock and NBC across six specific cities: San Diego, Chicago, Denver, Austin, Dallas, and Hawaii.
The commercial showcases the tension and anxiety that the previous open seating strategy triggered for many travelers, despite it being a hallmark of the airline’s brand.
“Although open seating has been a critical part of Southwest’s history and contributed to its growth from a regional airline to one of America’s largest carriers, the newly implemented assigned seating approach better serves the needs of customers and prepares the airline for future advancements,” noted Southwest in a press statement.
United Airlines
United Airlines, a frequent participant in Super Bowl marketing, will feature advertisements that highlight the ongoing implementation of Starlink during this weekend’s game. The ads will be broadcasted in regions where United’s Starlink-enabled regional planes are primarily operational, including Cincinnati, Cleveland, Colorado Springs, Denver, Houston, Indianapolis, and Kansas City.
The creative content showcases passengers testing the connectivity by live-streaming sporting events, viewing movies, and even monitoring their home security systems while flying at 30,000 feet.
Universal Orlando Resort
Following a significant expansion, Universal Orlando will introduce a campaign titled “This Changes Everything” on NBC and Peacock throughout Sunday’s game. This initiative is a multi-part series recounting the experiences of four guests who undergo remarkable changes at the resort.
“Each commercial concludes with the guest experiencing an impactful transformation as they move beyond their initial perceptions and start cherishing the moments they’re creating with family—truly capturing the spirit of what it means to holiday at Universal Orlando,” stated Universal.
The first of the four narratives, named “Lil’ Bro,” is set to air just prior to the halftime show and can be previewed below. The other stories, along with a fifth advertisement that connects all four plots, will be released on NBC and Peacock over the coming month.
Fonte: Travel Market Report
