In 2013, Indianapolis received the opportunity to participate in the NFL Super Bowl bid process and thus the chance to bring the Super Bowl back to the city. Once again, Indiana Sports Corp reached out to INNOVATIVE, inviting us to spearhead the 2018 bid campaign and pitch it to the owners of all 32 NFL franchises.
Having already collaborated with Indiana Sports Corp. on two Super Bowl bids (XLV & XLVI), our team was looking for something to set us apart from past bids.
To start, we concentrated on the Executive Summary—a printed piece that provided the highlights of the bid in a short-form, coffee table style book. From there we conducted a slew of interviews to capture sound bites from people that contributed to Indy’s success hosting Super Bowl XVLI in 2012, including current and former football players, government officials, and key stakeholders. The challenge was determining how to appropriately capture these interviews in a brief and entertaining manner prior to the live presentation to the owners. After strategizing, INNOVATIVE opted to place these interviews within an app on an iPad. To add one more special touch, each owner’s iPad was personalized with a familiar face— the Indy student ambassador who delivered the bid to each owner in 2008.
Even though the game was awarded to another city, INNOVATIVE continues to work with Indiana Sports Corp., Downtown Indy and other civic organizations to continuously sell the story of Indianapolis and why our city is a great place to live, work and play.
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