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Northwell Health plans Super Bowl ad promoting new brand

Northwell Health Super Bowl ad

Northwell Health will air a regional 30-second commercial in the second quarter of Super Bowl 50 Sunday, the health care system’s first media buy in one of the advertising world’s highest-profile events.

The cost of that commercial and another 30-second spot running twice during pregame programming was covered through an anonymous contribution from a Northwell Health trustee.

A Northwell spokesman declined to specify the cost of the in-game and pregame spots, but said that Super Bowl broadcaster CBS is getting about $5 million for some 30-second ad slots during the game, which reflects expectations that it will attract 114 million viewers.

Northwell’s regional commercial, covering the area of New York, New Jersey and Connecticut, will have an anticipated viewership of 3 million to 3.5 million, he said.

Great Neck-based Northwell, formerly known as North Shore-LIJ Health System, adopted its new name Jan. 1 and has been running an online, print and television advertising campaign to introduce the new brand and logo.

“As the most-watched event on American television, the Super Bowl is a powerful venue to tell our story of innovation,” Ramon Soto, Northwell’s senior vice president and chief marketing and communications officer, said in a statement released Thursday.

Leora Lanz, a Boston University professor of marketing who commutes from Huntington, said that Northwell Health’s rebranding requires a broad advertising campaign.

“You have a new mission and vision for your product, but you’ve got to tell the people about it,” she said. “When you do something this big, you have to market it big. The Super Bowl is the advertising stage for many brands and many products.”

Northwell’s in-game commercial will be a new version of the spot first broadcast Jan. 1, the day that the new brand became official. That ad, by Manhattan advertising agency J. Walter Thompson, featured a baby born just seconds after midnight, and has generated more than 2 million views on social media, according to Northwell.

The pregame commercial will highlight innovations at the 21-hospital Northwell system, including electronic implants that could replace drugs in treating inflammatory and autoimmune diseases and a “no-pass” policy that requires hospital staff to check in with the patient when a room’s call light comes on.

Manhattan-based New York-Presbyterian, another major health system, also is running a regional commercial during the Super Bowl.

Another Long Island enterprise also will be watching the Super Bowl intently.

Farmingdale-based Bedgear LLC has a promotional partnership with the Denver Broncos, which will be playing the Carolina Panthers Sunday.

The maker of performance bedding has had a hot streak with its 2015 partner teams in professional sports. The New York Islanders made it to the Stanley Cup playoffs, while the New York Mets advanced to the World Series and the Broncos to the Super Bowl.

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