Advertisers are "descending on Las Vegas to promote their sodas and services, shoes and shows, and a whole lot more” around Super Bowl LVIII, and the Strip’s "iconic skyline makes a memorable billboard,” according to a front-page piece by McKenna Ross of the LAS VEGAS REVIEW-JOURNAL. Marketing observers expect to see a “big focus on the Sphere’s exoscreen,” where brands like Bud Light, FedEx, Verizon, Paramount Global and Nike have purchased ads. Sphere-related ad buys began Monday and “were sold for up to” $2M. Corporate activations and “building wrap campaigns have been in the works for weeks.” Luxor has “been a Doritos chip for about a month” and the Delano hotel is “sporting a Pepsi wrap.” The NFL is "getting its decor on buildings, too," running the “Super Bowl Projection Show,” which includes "NFL graphics and player information, mapped on the side of the Augustus Tower at Caesars Palace." UNLV marketing professor Marla Royne Stafford said that the Strip is an “ideal place for advertising during the Super Bowl because many have large scale visibility for a campaign without paying the price of a 30-second Super Bowl ad,” averaging $7M this year. However, Ross notes one “downside for advertisers using the skyline approach" is they are “less likely to be a part of the pre- and post-broadcast public discussion of the best ads that commercials will have" ( LAS VEGAS REVIEW-JOURNAL, 2/7 ).
Las Vegas skyline activation becoming focus for some advertisers ahead of Super Bowl LVIII
