Week of July 27, 1998
Visa Targets 'Real NFL Fans' With Season-Long Marketing Blitz
"Real NFL fans" will be the target audience for Visa U.S.A.'s 1998-99 NFL marketing program. Visa, in its fourth year as the preferred payment card of the NFL, is adding title sponsorship of the nationally televised "Visa Half-time Report" on FOX and a marketing alliance with Simon DeBartolo Group, the nation's largest owner and operator of retail properties, to a program that includes national advertising, consumer promotions, retail tie-ins, league support, charitable contributions and a national fan contest.
"This season, Visa will reach NFL fans everywhere they come into contact with the game," said Becky Saeger, Executive Vice President, Brand Management, Visa U.S.A. "Whether watching television at home, shopping in a mall, surfing the Internet or at the stadium, consumers will know this year that the `NFL prefers Visa."
According to the league, 69 million out of the 160 million consumers interviewed consider themselves "avid" NFL fans. These "avid fans" watch an average of three NFL games per week, account for 68% of the estimated $3 billion of NFL merchandise purchases and are most loyal to the products and services offered by NFL sponsors. This group is the focus of Visa's marketing efforts.
Visa is also launching two grassroots consumer promotions this fall. The first, a consumer sweepstakes, will drive card usage by offering cardholders the chance to win an NFL season of their own making, by using their Visa cards between September 1, 1998 and January 1, 1999. One cardholder will win trips for two people to eight 1999-2000 regular season games of their choice, plus a trip to Super Bowl XXXIV in Atlanta. The promotion will be supported with point-of-sale signage at thousands of merchants, live radio events and member bank programs.
Visa's second consumer program, a joint marketing effort with the NFL and Simon DeBartolo Group, will bring a new retail promotion, "Kickoff 98," to 131 malls, including the Mall of America in Minneapolis. This fall, consumers who use their Visa card to purchase NFL merchandise at participating merchants within the Simon mall portfolio, will receive a free NFL premium. As part of "Kickoff98," the league's NFL Experience events will visit select malls with interactive games, celebrity appearances and local prize giveaways, all aimed at generating on-site awareness and participation.
In addition to retail promotions, Visa will seek to extend its brand preference among NFL fans at merchants in the travel and entertainment industries. Visa is currently working with other league partners in the restaurant, hotel and airline categories to develop NFL-themed cross-promotions that deliver value-added benefits to Visa cardholders.
7 UP Launches `Hit The Road' Summer Promotion
7 UP is rolling out the biggest summer promotion in the history of the brand to support its "Hit the Road" summer promotion. "Hit the Road," a joint effort with MTV, includes an "Instant Win" and "Watch, Call and Win" tied to MTV's new show, Drive Thru America, according to Jim Trebilcock, Senior Vice President of Marketing, Dr Pepper/Seven Up, Inc.
"The 7 UP ads are integrally linked to Drive Thru America by showcasing young adults on the ultimate road trip," Trebilcock added. "Each of the 7 UP ads features kids cruising across the country, experiencing absurd and humorous hazards that can only be appreciated when on a road trip with a group of friends. The ads have the tone and manner of MTV and definitely are relevant to the 7 UP target market of 18-to-24-year-olds."
Television ads produced by Young & Rubicam New York, support a summer-long, on-pack promotion awarding road trips along the Drive Thru America route ending up at MTV studios. The promotion, developed in coordination with Impact Communications Group of Chicago, IL, also offers other road trip-related prizes, including 7 UP wireless phones, backpacks, and free 7 UP.
Domecq Importers Names M. Ginley, Mktg. Dir.
Michael J. Ginley has been appointed Marketing Director, Sauza tequila, for Old Greenwich-based Domecq Importers, Inc. Most recently, Ginley has served as International Marketing Director for Sauza. In his new position, Ginley will have direct responsibility for Sauza's marketing activities in the U.S. He will also develop and lead the marketing strategy to position the brand portfolio to meet the company's volume and profit objectives. Prior to joining Allied Domecq in 1996, Ginley held several marketing assignments with Heublein Inc.
C. DeMoulin Promoted To Snr. VP Of Global Retail Strategy, Disney Consumer Products
Chris DeMoulin has been promoted to Senior Vice President of Global Retail Strategy and Business Development at Disney Consumer Products, responsible for developing strategies to increase global sales of Disney's licensed merchandise at retail, building upon successful Disney programs around the world and at The Disney Store. DeMoulin had been Vice President of Network Licensing and Retail Development for Disney Licensing in the U.S. He joined Disney in 1993 as Vice President of Disney Licensing, responsible for licensing the company's icon, Mickey Mouse. Since that time, he has held increasingly responsible positions at Disney Licensing, developing retail programs for Winnie the Pooh, Mickey Mouse and Disney animated films and television, plus managing Disney's newest licensed programs behind ESPN, XGames and ABC.
Federated Dept. Stores Name J. Feczko Snr. Mktg. Officer
Federated Department Stores, Inc., has named Joseph Feczko to the newly created position of Executive Vice President of Federated Marketing Services. Feczko has served as Senior Vice President of the company's New York-based Federated Merchandising Group (FMG) since January 1996. In his new capacity, he will be responsible for developing and directing marketing initiatives to promote national and private brand merchandise, as well as working with Federated's department store divisions and marketing executives to coordinate corporatewide advertising initiatives, visual and store presentation standards. Feczko will report to Terry J. Lundgren, Federated's President and Chief Merchandising Officer.
SFX Entertainment Acquires The Marquee Group
SFX Entertainment, Inc. has agreed to acquire The Marquee Group in a stock merger transaction valued at approximately $100 million. The Marquee Group provides integrated event management, television production, marketing, talent representation and consulting services in the sports, news and entertainment industries. It is expected that senior management of Marquee will enter into new employment contracts with SFX.
Commenting on the transaction, Robert F.X. Sillerman, Executive Chairman of SFX Entertainment, Inc., said, "We are very pleased to announce this important strategic acquisition. We began our entry into the sports arena with our acquiring David Falk's FAME organization. The addition of Marquee now provides us with a full complement of sports marketing services. Marquee has incredible breath in its involvement across diverse sports including tennis, hockey, basketball, baseball, soccer, golf, football and horse racing; and it has an integrated approach to adding many elements of value for its clients through event management, promotion, production, consulting, naming rights, and talent representation. The well-established marketing and promotional capabilities demonstrated by all of these activities will be the perfect addition to the ever-expanding SFX product line of live entertainment events, and we will be able to access a wider variety of corporate clients who already have shown their commitment to the value of promotion in the setting of live event presentation."
Thorco Appoints R. Winter Exec. VP & Gen. Manager
Kenneth Howard, President of Thorco Industries, Inc., a Lamar, MO-based manufacturer of store fixtures and P.O.P., announced the appointment of Richard Winter to the position of Executive Vice President and General Manager. Winter has been with Thorco for over 12 years, most recently serving as General Manager and Vice President, Administration. In his new position, Winter will continue to be responsible for day-to-day operations of the company while assuming a larger role in new account development and strategic planning.
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