The San Diego County Credit Union (SDCCU) Holiday Bowl names San Diego-based full service, independent agency 62ABOVE as their creative agency, according to agency Founder and Chief Relations Officer, Jon Bailey. The Holiday Bowl is produced by the San Diego Bowl Game Association.
For the first time in its 43-year history, the 2021 Holiday Bowl will be played in downtown San Diego at PETCO Park – home of Major League Baseball’s San Diego Padres. The ballpark had to be retrofitted to allow the game to be played.
With the venue change, the Holiday Bowl also wanted a new creative campaign to support ticket sales and community support. So they turned to 62ABOVE to create the campaign.
“With the Holiday Bowl debuting at PETCO Park, we had an opportunity to position it as more than a football game, but an event for the whole city,” said Greg Carson, President & Chief Creative Officer at 62ABOVE. “With over 40,000 fans in attendance, and even more at the Holiday Bowl’s annual 5K, parade and concerts, the Holiday Bowl will literally be San Diego’s Biggest Holiday Party. Downtown San Diego is going to be buzzing.”
The Holiday Bowl is a post-season NCAA Division I Football Bowl Subdivision college football bowl game played between some of college football’s most competitive conferences, the ACC and the Pac-12. Played annually since 1978 the San Diego County Credit Union has been the game’s title sponsor since 2017.
62ABOVE is tasked with campaign creation and paid media services for the SDCCU Holiday Bowl, parade and more. New work is expected to break December 1.
Bailey explains the local significance of the assignment, “This is the best of hometown pride and a nationally significant game that brings together locals and visitors for a uniquely one-of-a-kind San Diego experience.”
Media planning and buying will also be handled by 62ABOVE.
ABOUT 62ABOVE | 62ABOVE is a full-service marketing agency that partners with companies seeking creative solutions to their business challenges. Fully integrated, the company provides a wide range of in-house marketing capabilities including creative, design, strategy, media planning and buying, public relations, social media, and digital solutions. The company has amassed an impressive list of clients including Qualcomm, Monterey County Convention & Visitors Bureau, Caesar’s Entertainment, Curio Collection Hotels by Hilton, Baja California Tourism, Ashford University, PacSafe, Splat! and more. 62ABOVE, based in San Diego, is strongly committed to the environment and is involved in a number of initiatives aimed at conservation and rehabilitation. For more information, visit 62ABOVE.com and follow on Facebook, Instagram and Twitter.