Shops join pitch for Games, Super Bowl

By Published on .

Ad agencies and executives on both coasts will play a big part this week in helping to decide the fate of two high-profile sporting events: the Super Bowl and the Olympics.

Through the pro bono efforts of Donny Deutsch, chairman-CEO of Interpublic Group of Cos.' Deutsch, and several other prominent New Yorkers, a presentation will be made Oct. 30 to National Football League owners pitching them on the New York area as a venue for a future Super Bowl. The presentation will be given at the league's two-day fall meetings on behalf of the New York Giants and Jets. The Washington Redskins will also offer their city as a candidate.

Also this week, the U.S. Olympic Committee will view final video presentations from New York and San Francisco, the two finalists vying to be considered as America's host city for the 2012 Summer Olympics. Kirshenbaum Bond & Partners, New York, and Omnicom Group's DDB, San Francisco, lent pro bono work to those campaigns.

"This is something real, something emotional," said Logan Wilmont, executive creative director at Kirshenbaum Bond. "This is something we're doing that can help the city in a meaningful way."

Mr. Deutsch-who declined to comment-teamed with, among others, famed restaurateur Drew Nieporent and architect David Rockwell for New York's effort to lure the Super Bowl. Mr. Nieporent said Mr. Deutsch was an energetic personality.

"He had some very good ideas," said Mr. Nieporent. "He's very participatory in the discussions and I think he's a good guy to have on the committee."

The presentation is expected to address the fact that the Super Bowl has never been held in a cold-weather city without a domed stadium. The presentations are for informational purposes only. No votes will be taken on the awarding of Super Bowls until at least March 2003. At stake is an estimated $300 million boost to the local economy.

big impact

The economic impact of an Olympics is even more staggering. The last American city to host a Summer Games, Atlanta in 1996, reaped $4 billion from the 18-day event.

The USOC chooses between New York and San Francisco on Nov. 2. The International Olympic Committee chooses the 2012 host city in the fall of 2005.

Kirshenbaum Bond came up with New York's Olympic slogan and produced a public service TV campaign that made its debut Oct. 14.

Part of New York's video presentation to the USOC will include a mock Olympic parade filmed last month on Fifth Ave.

San Francisco's video presentation, which included work by DDB San Francisco, will include a "romance piece" about the beauty of the Bay Area, plus a value proposition showing the technicalities of existing venues and how they will work. In a reference to New York's fake tickertape parade, Tony Winnicker, communications director for the Bay Area Sports Organizing Committee, said, "We're not staging or simulating events because we have done them for real in the Bay Area."

contributing: alice z. cuneo

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