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KC Launches National Activation on Championship Sunday to Celebrate New “KC Heartland” Brand

by Megan Segura | Jan 30, 2020

Kansas City Region - To celebrate and maximize Kansas City’s first NFL Super BowlTM appearance in 50 years, ambassadors from the KC region will attend watch parties in select cities across the U.S., including Miami, LA, DC, NYC and Chicago, doubling down on the region’s “KC Heartland” identity.

“The idea spurred from a recent tweet from Chiefs Official Reporter, BJ Kissel, who asked for pictures of the best Chiefs watch parties at bars/restaurants around the country,” said Tim Cowden, president and CEO, Kansas City Area Development Council. “Chiefs ‘embassies’ waved flags from major cities around the world in support of our beloved KC team - grabbing the attention of not only KC natives but fans across the U.S. The ultimate rationale behind this innovative and proactive effort is to drive awareness of KC as an ascending location for relocating companies and talent.” 

In the wake of the Chiefs’ January 19 AFC Championship win, the economic impact of a global spotlight on Kansas City today versus 50 years ago is unprecedented. The opportunity has prompted business and civic leaders to strategize a way to amplify the momentum already underway in major markets, and mini-Chiefs Kingdoms, across the U.S. 

“There are only two cities who have the opportunity to be crowned the best American football team in the world each year, and this is our year,” said Cowden. “We are just following the lead of our MVP quarterback and ‘doing something special’ with this moment in time, letting the world know, KC is ‘just getting started.’”

Small teams of three to five civic and business leaders will attend watch parties at designated locations where Chiefs fans gather in Los Angeles, New York City, Washington, D.C., and Chicago. KCADC’s communications and media team are on the ground in Miami with key spokespeople from the KC region. 

“Pairing these ground activations with digital advertising in 23 target markets and several regional college campuses, KC heart branded flags, stickers and social media guides, the goal is an increased awareness and following of the KC Heartland channels and storytelling,” said Cowden. “We are inviting the world into a relationship with our KC region - as visitors, customers, employees and investors - which all impact our region’s growth and prosperity.”

The brand will not only be making a splash in watch parties across the nation on Sunday, but also at the heart of it all in Kansas City - The KC Power & Light District. Ambassadors will be engaging fans with KC Heart props, photo opps, KC Live screen presence and more. 

About KC Heartland
The KC Heartland campaign was launched to establish a global identity  for the KC region at the the 2019 KCADC Annual Meeting. Developed as a shared regional brand, KC Heartland is represented by the KC Heart icon first made popular by Charlie Hustle to express the heart’s 100+ year legacy in KC. Just since November 2019, dozens of business, community and civic organizations have already incorporated the KC heart in expressing their pride and connection to the KC region. Visit KC.org or follow @KCHeartland for more details.


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