Qualcomm Incorporated (NASDAQ: QCOM), today announced a broad range of national and local marketing activities surrounding Super Bowl XXXII. This year's big game, to be played at Qualcomm Stadium in San Diego, marks the first time a corporate named stadium will host a Super Bowl. With all eyes watching the Super Bowl at Qualcomm Stadium in San Diego, the Company plans a multi-million dollar media and event blitz surrounding the game.
"We've planned a broad, multi-layered marketing campaign designed to make effective use of having the Super Bowl in Qualcomm Stadium," stated Jeffrey K. Belk, vice president of marketing of Qualcomm's Subscriber Products Division. "This campaign illustrates the tremendous progress we've made in the past two years—starting with the shipment of our first phones, to hitting over $2 billion in total company sales in 1997, to now airing television commercials during Super Bowl XXXII played at Qualcomm Stadium in San Diego."
Over the past decade, Qualcomm, founded and headquartered in San Diego, has become a burgeoning telecommunications powerhouse—having grown from $10 million and 250 employees in 1988, when Super Bowl XXII was hosted in San Diego, into a $2 billion company with nearly 10,000 employees today. Early in 1997, the company paid $18 million for naming rights to Qualcomm Stadium as a step in an aggressive brand building process for recognition of their line of CDMA digital wireless telephones. During mid-1997, the company began national cable advertising for its innovative line of phones, as well as broad print media advertising in USA Today, The Wall Street Journal, Business Week, Time, Newsweek, and numerous other publications.
Martyn Straw, president of Interbrand Schechter, a global branding consultancy, further commented on Qualcomm's Super Bowl marketing initiatives. "Their Super Bowl marketing activities are a terrific move for Qualcomm because they're in the perfect position as a brand—they are just on the edge of being a household name and this is going to take them right to the edge of fame."
Qualcomm's range of activities surrounding Super Bowl XXXII will have three major components. The first, via national advertising, will continue building Qualcomm's name and brand recognition. The second includes events surrounding the big game that will showcase Qualcomm's wireless communications technology. And finally, through local game related events, Qualcomm will further their ongoing support of the San Diego community and the city's estimated 100,000 visitors.
For many of the Super Bowl events and activities, Qualcomm has partnered with Sprint PCS, whose parent, Sprint Corporation, holds exclusive telecommunications rights from the NFL. Sprint PCS, the nation's first and largest PCS provider, was a natural Super Bowl marketing partner for Qualcomm. Sprint PCS launched service in San Diego in December 1996. San Diego was one of the first cities launched in the Sprint PCS national network. Sprint PCS' 100 percent digital, 100 percent PCS nationwide network, now serves 134 metropolitan markets nationwide, which include more than 600 major cities. Sprint PCS utilizes Qualcomm developed CDMA wireless technology and Qualcomm digital wireless handsets.
"Sprint PCS is pleased to be working with Qualcomm on a broad range of activities surrounding Super Bowl XXXII," said Bruce Crair, vice president and general manager for Sprint PCS in Southern California/Nevada. "As San Diego is best known as the 'Wireless Capital of the World' and the city where our digital technology CDMA was pioneered, we're excited to showcase the benefits of our network in San Diego and at Qualcomm Stadium, home of Super Bowl XXXII."
Qualcomm advertising launched at Super Bowl National Television: In the lead up to the big game, Qualcomm will continue to run its innovative television advertising on sports related networks. This effort will culminate with the launch of a new television commercial, slated to air on NBC during the pre-game show and again in the second half of Super Bowl XXXII. Qualcomm will be following the Super Bowl with network and cable television advertising throughout the month of February.
San Diego Cable: Qualcomm is a lead sponsor of Cox Cable's Channel 4 SuperBowl broadcast, a 24-hour cable access guide to the Super Bowl and related local events.
National Print: New Qualcomm print advertising will run in The Wall Street Journal and Sports Illustrated during the two weeks prior to the game; USAToday, The Wall Street Journal, Sports Illustrated, and selected business publications during the week prior to the game; and The Wall Street Journal the day after the game. Following Super Bowl XXXII, Qualcomm will run a new national print campaign, including a broad range of placements in national daily print, weekly and monthly business publications, as well as selected lifestyle publications.
Local San Diego Print: Qualcomm is a lead sponsor of San Diego Magazine's official Super Bowl Commemorative Visitors Guide and The San Diego Union-Tribune lead up to Super Bowl print series.
Local Outdoor: Qualcomm has secured billboards in San Diego. The billboards, which feature Qualcomm's palm-sized Q phone, show a referee's arm, and read "Now anyone can make a good call."
Qualcomm's San Diego Super Bowl Events Qualcomm Super Fest: The Company is the title sponsor of the marquee Super Bowl Host Committee event, the Qualcomm Super Fest, presented by Sprint and Sprint PCS. The Qualcomm Super Fest is a free street festival in San Diego's downtown historic Gaslamp quarter, featuring live entertainment including national musical acts. The Qualcomm Super Fest is expected to draw 100,000 to 120,000 San Diegans and visitors on Friday, January 23 and Saturday, January 24.
Qualcomm Technology Pavilion: Located across from the Super Bowl media center hosted at the San Diego Convention Center (on the corner of 5th Avenue and Harbor Drive, between "K" and "L" Streets, near the entry to the Super Fest), Qualcomm will be hosting a 13,000-square-foot technology pavilion. Open to the public, the pavilion will feature a Qualcomm history exhibit, technology demonstrations, and the Sprint PCS/Qualcomm Indy raceshow car. The Treadway racing team's car was the winner of this year's Indy 500. Weather permitting, the site of the technology pavilion will also feature a 30-foot inflatable Sprint PCS/Qualcomm co-branded Q phone.
Qualcomm International Media Party: Qualcomm will be hosting the official Host Committee International Media party. This annual event is an NFL sanctioned gathering of 400 to 500 international members of the credentialed media who have traveled to San Diego to cover the big game.
Sprint PCS/Qualcomm Spectacular: Qualcomm is co-sponsoring the San Diego Spectacular with the local Sprint PCS market. The Spectacular, an 80,000-square-foot high-tech entertainment venue, will feature a food court, live entertainment, dancing and an interactive game area. Tickets to the event will be sold through Ticketmaster.
Internet: Qualcomm is the sponsor of ESPN's Sportzone Qualcomm Stadium Virtual Tour. The Sportzone site features a first "Virtual Tour" of Qualcomm Stadium through 360-degree photographic images. Visitors to the site can also enter a drawing to win Qualcomm wireless phone products. The Web site can be accessed at http://espn.sportszone.com/ad/qualcomm/virtualtour.html.
Qualcomm's family of CDMA digital phones includes the CDMA digital 1900 MHz PCS Q phone, the world's first palm-sized CDMA phone; the QCP series of CDMA digital handsets including the QCP-2700, the first 1900 MHz CDMA digital/800 MHz analog dual-band, dual-mode phone; and the QCT series of fixed wireless phones. The hallmarks of every Qualcomm CDMA digital phone include exceptionally clear voice quality, enhanced privacy, fewer dropped calls and longer talk and stand-by times. The advanced features that help set Qualcomm CDMA digital phones apart include voice mail, paging, caller-ID, and text messaging, as well as future ability to incorporate Internet access and e-mail capabilities.
Headquartered in San Diego, Qualcomm develops, manufactures, markets, licenses, and operates advanced communications systems and products based on its proprietary digital wireless technologies. The Company's primary product areas are CDMA wireless communications systems and products, the OmniTRACS® system (a geostationary satellite-based, mobile communications system providing two-way data and position reporting services) and, in conjunction with others, the development of the Globalstar™ low-earth-orbit (LEO) satellite communications system. Other Company products include the Eudora Pro™ electronic mail software, ASIC products, and communications equipment and systems for government and commercial customers worldwide. For more information on Qualcomm products and technologies, please visit the Company's web site at http://www.qualcomm.com.
Except for the historical information contained herein, this news release contains forward-looking statements that are subject to risks and uncertainties, as well as the other risks detailed from time to time in the Company's SEC reports, including the report on Form 10-K for the year ended September 28, 1997 and most recent Form 10-Qs.
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