Northwell Health Promotes New Brand With Super Bowl Commercial

February 5, 2016
Northwell Health Plans Super Bowl Ad Promoting New Brand

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Northwell Health Set to Air Its Very First Super Bowl Ad


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February 4, 2016
Northwell Health Debuts First-Ever Super Bowl Ad This Weekend

Hudson Valley News Network
February 4, 2016
Northwell Health Debuts First-Ever Super Bowl Ad

Donor Buys Super Bowl Ad for Northwell Health
By Dan Goldberg
February 4, 2016

An anonymous trustee is covering the cost of a regional Super Bowl ad for Northwell Health, formerly known as North Shore-LIJ.
The 30-second spot, which will feature newly-born babies, will air during the second quarter.
There will be two other regional ads during the pregame show.

Becker's Hospital Review
February 5, 2016
Northwell to Promote New Brand with Super Bowl Ad

Long Island Business News
February 7, 2016
Northwell Health Runs Super Bowl Ads

By: Claude Solnik

While many New Yorkers watch the game and advertisements during the Super Bowl, Northwell Health, formerly the North Shore-LIJ Health System,  has stepped from the sidelines to the spotlight with its 30-second advertisement.

Northwell, as part of its rebranding campaign, bought a 30-second spot airing in the second quarter and two 30-second ads running during pregame coverage.

The nonprofit said an anonymous donor covered the full, but unspecified, cost of the ads as part of the rebranding of Long Island’s and the region’s biggest healthcare system.

The ads are part of Northwell Health’s campaign including its new tag line “Look North” created along with advertising agency J. Walter Thompson New York,

Northwell’s ad during the game also will put some of the region’s newest residents in the spotlight, showing the first babies born in its hospitals.

The Great Neck-based provider in a written statement said the ad seeks to showcase the “health system’s critically important role” in delivering more than 42,000 babies a year, which the system described as roughly 17 percent of births statewide and one percent nationwide.

“The Super Bowl is a powerful venue to tell our story,” said Ramon Soto, Northwell’s senior vice president and chief marketing and communications officer.

The in-game ad includes footage shot just “seconds after the stroke of midnight on New Year’s Day,” according to Northwell. The system said an earlier version of the ad, broadcast within hours of the births on January 1, generated more than two million views.

“We are trying to take a different approach with our ads than other health care providers that feature testimonials of patients who’ve recovered from disease,” Soto said. “For us, this is truly a celebration of life.”

Northwell Health also bought time for two 30-second pre-game ads, highlighting other aspects of the system as part of its rebranding campaign including the new tag line “Look North.”


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