ST. AUGUSTINE, FL: A local convention and visitors bureau funded by St. Johns County, FL, has hired CKPR to promote the area leading up to Super Bowl XXXIX next February.
The game will be played in Alltel Stadium in Jacksonville, about 40 miles from St. Johns.
"The Super Bowl offers an ideal opportunity to raise awareness of the potential of the area as a venue for meetings and conventions," said Jay Humphreys, communications director for the St. Augustine, Ponte Verda & the Beaches Visitors and Convention Bureau.
The area has a six-year-old convention center, but in the past has been better known for its beaches and golfing facilities, Humphreys noted.
He expects CKPR to target business, trade, and consumer press outlets.
The agency won the business because of its experience working on major events, its staff's familiarity with the area, and the proximity of its office in nearby Orlando, noted Humphreys.
The bureau issued an RFP in November and considered six agencies before selecting CKPR.
CKPR last year worked for the Outer Banks Visitors Bureau of North Carolina in commemorating the Wright Brothers' first flight, a project that impressed the visitors bureau.
The bureau plans to spend $130,000 on PR leading up to the Super Bowl. It has already secured five NFL-sanctioned events, Humphreys said. "It's a very rare opportunity for this area to get this kind of national exposure," he said.
Said Joel Curran, CKPR's MD, of the assignment: "Our job is to go in and essentially extend the moment" for the area. The Chicago-based agency will put two-and-a-half people from its Orlando office on the account, he said.