Anheuser-Busch launched a Bud Light activation during Super Bowl XLVII in New Orleans with its “Bud Light Hotel”

Bud Light Hotel

Bond Moroch worked with national agency Weber-Shandwick and Anheuser-Busch to develop and implement a traditional media relations campaign designed to build excitement for and promote the Bud Light Hotel leading up to and during Super Bowl 2013 in New Orleans.

Client Goal

The campaign objectives were:

  • Secure media coverage with Bud Light celebrity spokesperson David Koechner leading up to event
  • Secure media coverage with Bud Light representatives during press conference and event
  • Host press conference and hotel unveil
  • Manage media attendance of red carpet during event
  • Ensure prominent visibility of Bud Light Hotel event and attendees during Super Bowl 2013
  • Leverage celebrity spokesperson David Koechner, celebrity attendees and musical acts, including Stevie Wonder

Campaign Approach

Our campaign targeted local and regional media as well as national reporters based out of New Orleans. Through aggressive media outreach, we worked with media on stories about the Bud Light experience as well as securing attendance by media throughout Super Bowl festivities at the hotel.

Results & Impact

Utilizing celebrity David Koechner’s only available time, Bond Moroch set up a brief media tour to promote the Bud Light Hotel in the months leading up to the Super Bowl. We secured television interviews with the majority of the local networks – ABC, FOX and CBS.

In coordination with Weber Shandwick and the Bud Light team, Bond Moroch executed a press conference followed by a tour of the entire Bud Light Hotel property. The event was attended by local print, online, television and radio media as well as a small group of locally based reporters for national outlets.

In coordination with Weber Shandwick and Bud Light, Bond Moroch provided a team to support on-site management of media for the red carpet and during the main event. We led efforts to check in media attendees as well as escort them throughout the event. These efforts resulted in widespread media coverage during and after the event.

Media relations efforts for the Bud Light Hotel resulted in widespread media coverage in local and regional outlets, as well as national mentions in Forbes, USA Today, the Washington Post and the Huffington Post.