Universal Orlando Buys First Super Bowl Ad
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As part of an ambitious campaign to show off its theme parks and emerge from the shadow of Mickey Mouse, Universal Orlando will have its first Super Bowl spot.
With a “vacation from the ordinary” theme, the 60-second spot will tout Universal’s two Orlando theme parks and hotels. The ad is set to run during the third quarter of the Super Bowl on Fox.
The ad spot, which sources say will cost Universal $3 million, is one in a series of national television ads that Universal will launch this year in a bid to lure more visitors to Universal Orlando amid an unprecedented tourism slowdown in Orlando since Sept. 11.
Universal also is adopting a strategy similar to that of its arch rival in Orlando, Walt Disney World, which for years has used athletes from major sporting events to promote its theme parks in the “What’s Next?” campaigns.
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Richard Verrier
Inside the business of entertainment
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