NFL Super Bowl Party: Pop culture as soft power
Turning the Super Bowl into a destination engine for Visit The USA
In partnership with Com’Over, the NFL’s appointed agency in France, Mondello Enterprise positioned Brand USA / Visit The USA as naming and premier sponsor of a flagship Super Bowl watching party – using an iconic US pop‑culture moment to drive destination awareness and future travel to the United States.
Challenge
Visit The USA wanted to reach French audiences beyond traditional tourism channels, by tapping into a highly engaged, culturally resonant community and converting that attention into intent to travel. The objective was to associate US destinations with the excitement, energy and lifestyle of American football and the Super Bowl.
Use a Nation’s Pop Culture as a Vehicle to Communicate to an Engaged Audience, leveraging its Affinity to Travel by tapping into the unique elements that resonate with modern consumers. While 3.9 million individuals were reached nationwide, a whopping 70% of event attendees opted-in to travel activation.
Results and Impact
This success story illustrates how Mondello Enterprise leverages pop culture and premium partnerships to turn soft power into measurable marketing and business outcomes for US destinations:
Reach & attendance
2,002 attendees over a 9‑hour event, including 30 media, 400 VIPs and 50 influencers; nationwide reach of 3.9M people, 11.5M impressions and 18.2M engagements on social media.Demand generation
1,200 qualified opt‑ins captured for travel partners, with around 70% of attendees participating in travel‑related activations – a highly pre‑qualified audience for future US bookings.Media & soft‑power value
€171K+ in earned media value, 42 articles, 10 interviews, 30 media mentions and coverage on 4 TV/radio outlets, reinforcing the association between US destinations, lifestyle and cultural leadership.The event saw an impressive turnout of 2,002 attendees, including 30 media representatives, 400 VIP guests, and 50 influencers.
Strategy and Tactics
Aligned Brand USA with the NFL Super Bowl Party as headline sponsor alongside lifestyle brands (BeIN Sports, New Era, G‑Shock), making travel to the US a central part of the experience.
Integrated travel partners United Airlines and Evasions USA into all stages of the 3‑month campaign (pre‑event content, on‑site activations, post‑event follow‑up) to turn fandom into concrete travel opportunities.
Designed interactive activations, contests and travel‑themed content before, during and after the event to capture data, stimulate demand and keep the US top‑of‑mind.
