Gerald R. Ford International Airport will air its first Super Bowl ad.
The airport will be featured in a 30-second ad during Super Bowl LVI, which will be televised at 6:30 p.m. Sunday, Feb. 13, on NBC.
“The Ford International Airport has an undeniable connection to football as former President Gerald R. Ford helped lead his Michigan Wolverines to two undefeated seasons on the gridiron nearly nine decades ago,” said Tory Richardson, president and CEO, Gerald R. Ford International Airport Authority. “Similar to how President Ford made big plays on the field during his football career, we are making big plays here to be a world-class airport that provides our community with first-rate service.”
The football-themed ad will underscore the ease of traveling through Ford International Airport complete with yellow flags over a penalty.
“We are excited to unveil this new ad to our fans during the game of the year,” said Dan Koorndyk, chair, Gerald R. Ford International Airport Authority. “During last year, we introduced a new advertising campaign and tag line: Where the going gets good.
“Both have been well-received by our guests, helping to translate into high-expected travel numbers as we closed out 2021. We have confidence in the year ahead, and the Super Bowl felt like a great opportunity to showcase the airport to our community.”
The ad was created by the airport’s marketing partner Extra Credit Projects and recorded and produced by Taproot pictures in Grand Rapids. Nearly 1 million people in West Michigan are expected to view the ad.
The number of people traveling through Ford Airport steadily increased in the past year, reaching 2.9 million passengers or 82% of its pre-pandemic number, which were records. There also was a robust year-end holiday travel season last year. Spring break travel this year is expected to be as busy.
“The airport has experienced tremendous growth and continues to advance plans for additional development, making it a huge economic driver in the region,” said Rob Jackson, principal at Extra Credit Projects. “The scale of the Super Bowl felt right for their brand.
“People tend to look at Super Bowl advertising with a higher expectation for something fun and engaging, so it’s also a great challenge for us to represent Ford International Airport in a way people will relate to and enjoy. At the end of the day, it’s just exciting to be part of the big game and connect with such a broad audience in the region.”