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Giant Super Bowl ads set to adorn downtown buildings

December 7, 2011

Downtown building owners are set to cash in on the upcoming Super Bowl by selling space for massive temporary advertisements.

The first two temporary signs up for city approval would hang on the north and south façades of the 12-story Pan Am Plaza office building at 201 S. Capitol Ave.

Advertising giant CBS Outdoor has applied for permits for the 4,000-square-foot, 3-story-tall signs, which would advertise Frito Lay and Pepsi products, said Kate Johnson, a spokeswoman for the city's Department of Code Enforcement.

The office buildings surrounding Monument Circle are another likely target for Super Bowl advertisers. Sponsor billboards appeared on a couple of the buildings during the NFL Kickoff event in 2007, the season following the Colts' Super Bowl win.

The owners of more than a dozen buildings within a downtown "Clean Zone"—a designated area where the city is allowing temporary signage for NFL sponsors—have partnered with the local consulting firm Mattison Corp. to seek bidders for their space.

Among the buildings up for bid: the Majestic Building at the corner of Pennsylvania and Maryland streets; the Harness Factory Lofts at Pennsylvania and Georgia streets; and the home of Claddagh Irish Pub at 234 S. Meridian St.

Mattison launched an auction for the advertising spaces this week that is scheduled to run through Dec. 16. The deadline for building owners to add their structures to the list is Thursday.

Only official Super Bowl sponsors will be allowed to bid, and building owners can reject bids if the sponsor is a competitor of a building tenant. The ads would remain for a period of 10 days including game day, Feb. 5.

Mattison partner Chris Price predicted the sale could net the 17 or so building owners he represents a total of $1.5 million.

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