Developing a Champion Super Bowl LV Social Media Strategy for the City of Tampa

2021 was a big year for Tampa — and a big year for sports history. The local hockey team, the Tampa Bay Lightning, won the Stanley Cup in 2020 and went on to become back-to-back champions in 2021. The Tampa Bay Rays made it to the World Series and the Tampa Bay Rowdies won their regional championship. But what really inspired Tampa’s new moniker of “Champa Bay” was when the Tampa Bay Buccaneers became the first team to host — and win — the Super Bowl in their own backyard.

The City of Tampa welcomed the opportunity to host Super Bowl LV following a difficult year for the community. Hosting the Super Bowl was a chance to revitalize the economy after tourism revenues nearly flatlined due to shutdowns from COVID-19. It also reinspired a sense of Tampa pride, during a time when community spirits wavered in the wake of George Floyd’s murder, national and local protests and a general distrust of government. The Super Bowl gave the Tampa community something to cheer for, and when the Bucs made it to the playoffs, the stakes were even higher.

With Tampa on the world stage and the local team tackling their way to Super Bowl victory, the City of Tampa’s Communications Department needed a champion social media campaign that could rise to the occasion. Taking into account the national and local footprint of this major event, the City of Tampa worked with local partners, stakeholders, and the community at large to build a robust social media campaign for #SBLV. The primary goals of the #SBLV campaign included supporting a safe Super Bowl through COVID-19 messaging, building Tampa pride for the local community, and showcasing Tampa to visitors and a national audience.

Campaign

As a local government, the City of Tampa’s target audience is generally residents within City limits. When Tampa hosted the Super Bowl, however, this required the City to broaden its target audience to reach three distinct groups: local residents, visiting fans, and the national audience watching Tampa from home. This expanded audience created opportunities for the City to develop several micro-campaigns under the #SBLV umbrella, each catered to reach these groups.

With these target audiences in mind, the City of Tampa’s Communications Department created a Super Bowl LV campaign that met three specific goals:

1. Supporting COVID-19 safety

2. Building Tampa pride for the local community

3. Showcasing Tampa for visitors and a national audience

Platforms

The City of Tampa utilized Twitter, Facebook, Instagram and TikTok to promote #SBLV. While each platform appealed to all three target audiences (locals, visitors and national onlookers), they each gravitated towards different demographics.

• Twitter: At the time of the Super Bowl, the City of Tampa had 195k followers on Twitter according to Social Blade. Twitter was a great platform to join the national conversation around #SBLV. #SBLV was a trending hashtag on Twitter and many conversations were being held by fans across the nation and world. Tom Brady, arguably the most famous quarterback in history, signed to the Tampa Bay Buccaneers that season, adding to the national conversation. While Twitter was used to post regular event updates, safety information, and other content that could appeal to visiting and local fans, it was also a great tool to tap into the national narrative by retweeting content from nationally followed accounts like @NFL and @SuperBowl.

• Facebook: At the time of the Super Bowl, the City of Tampa had around 70,000 followers on Facebook according to Social Blade, and according to Sprout Social analytics, a large percentage of the City’s Facebook following resides in the Tampa Bay area. For this reason, Facebook lent itself to be a great platform to engage the local community. Some of the content shared on Facebook included posts about the long-lasting positive impacts of hosting Super Bowl LV in Tampa.

• Instagram: At the time of the Super Bowl, the City of Tampa had around 73,000 followers on Instagram according to Social Blade. The City’s Instagram tends to be more aesthetic, highlighting beauty shots of the city and fun things to see and do. For this reason, it was a powerful tool to showcase Tampa to visitors and build city pride amongst locals. The City posted regular Instagram stories, including sharing user-generated content, giving viewers a behind-the-scenes and first-look at the Super Bowl Experience, and highlighting information for visitors and locals including transportation, safety tips, event information and more.

• TikTok: The City of Tampa was one of the first local governments to join TikTok. TikTok offered a platform to reach Gen Z and Millennials with fun and trendy short-form video.

Content

The magnitude of Super Bowl LV and the ambitious goals set forth by the City of Tampa’s Communications Department allowed the team to develop micro-campaigns within the Super Bowl umbrella. Below is an overview of some of the City’s #SBLV content, organized by the 3 main goals.

Goal 1: Sharing COVID-19 safety info

One of the main goals for the City of Tampa’s communications department was to ensure residents and visitors stayed informed. Super Bowl LV was the first major US sporting event following several cancellations due to the COVID-19 pandemic (Laine, 2021). All eyes were on Tampa and there was mounting pressure to ensure a fun, safe and successful Super Bowl.

Hosting the largest annual sports event during a pandemic brought its own set of challenges, requiring the City to develop a robust public engagement and education campaign.

Local and visiting fans also needed to stay informed with general event information, including information about the Super Bowl Experience — a free community celebration open to the public.

To keep the local and visiting fans informed and safe, the City of Tampa embraced several social media strategies and micro-campaigns:

Amplifying NFL-Branded COVID-19 Safety Messaging: The City of Tampa helped amplify the NFL’s COVID-19 safety requirements by sharing the “Gameday Playbook” video across social channels. This video used football terminology to explain COVID-19 as the common opponent and masks as the right defense. By utilizing the NFL’s branded video, the City of Tampa leveraged the NFL’s reputation and appeal to enforce this important safety messaging with 3rd party backing.

Figure 1 NFL Gameday Playbook Facebook Post

#BucsMaskUp campaign: The City of Tampa also launched a #BucsMaskUp campaign on the 2nd day of #BucsSpiritWeek. On Facebook and Twitter, the City posted a photo of a Bucs player wearing a face mask (see Figure 3). The post included a call to action, asking Bucs fans to share a photo of themselves wearing a face mask. This was a very successful user-generated content campaign as many individuals shared photos of themselves to normalize COVID-19 safety protocols. The City also launched this campaign on Instagram stories for the 2nd day of #BucsSpiritWeek. On Instagram, the City reached out in advance to local influencers in the community asking them to participate. This helped jumpstart the campaign and build social influence, inspiring other Instagram users to participate. Instagram users could tag the @cityoftampa account and use #BucsSpiritWeek to share their photo, it was then reposted on the City’s Instagram story.

Figure 2–3 Wear Your Mask Facebook Post and user-generated content in the comments

Influencer campaign with WWE Super Star Titus O’Neil: In addition to hosting Super Bowl LV in February 2021, the City of Tampa was also gearing up to host WWE WrestleMania in April of the same year. The Communications team determined that the target audience for SBLV and WWE WrestleMania had a decent overlap, specifically men, age 25–50 who like sports. Men in this demographic were also showing increased resistance to wearing masks (Howard, 2021). To combat some of the stigma against masks, the City of Tampa partnered with local celebrity and WWE Super Star, Titus O’Neil, a pillar of masculinity, to appeal to both Super Bowl and WWE sports fans with a mask campaign.

Figure 4 Titus O’Neil SBLV Twitter Video

Mayors video: To show “bipartisan” support for COVID-19 safety, Tampa Mayor Jane Castor and Kansas City Mayor Quinton Lucas also teamed up to film a PSA. This video was designed to appeal to both Bucs and Chiefs fans, Tampa residents and Kansas City residents, with a united message that we are all on the “same team against COVID-19”.

Goal 2: Inspiring local Tampa pride

Another important goal for the City of Tampa was to leverage the Super Bowl as an opportunity to bring the community together and inspire a renewed sense of Tampa pride.

Hosting the Super Bowl is an honor for any city, but SBLV was both historic and unique. The Tampa Bay Buccaneers would go on to be the first team to play and win the Super Bowl in their home stadium. Even non-sports fans felt the enthusiasm and pride surrounding this major event in Tampa. Furthermore, the timing of SBLV, after a difficult year marked by social distancing and social unrest, made it an even more meaningful occasion. Neighbors across the city welcomed the opportunity to meet on common ground and celebrate something together.

Because of all these factors, the psychographic targeting for the City of Tampa #SBLV campaign expanded beyond just sports and football fans, to the community at large.

Some examples of micro-campaigns and posts the City of Tampa created to foster local pride included:

Sharing User-Generated Content via #BucsSpiritWeek: One week before the Super Bowl, the City of Tampa launched a #BucsSpritWeek campaign in partnership with the Tampa Bay Buccaneers. This campaign asked Bucs fans to post user-generated content with different themes each day. This campaign was met with great enthusiasm from Bucs fans as it helped generate excitement with a countdown to the big game and it helped build a sense of community pride. Each day a new Facebook post was made to announce the theme of the day. On Twitter, a post was added each day to a thread and on Instagram Stories each day’s theme (along with user-generated content) was saved to a highlight. By sharing so much user-generated content from fans on the City of Tampa’s official social media channels, the City was able to strengthen its connection to residents and create a sense of community by celebrating shared team spirit as part of Tampa’s identity.

Figure 5–6 Bucs Spirit Week Announcement Facebook Graphic and Instagram Story

Showcasing Community Impact via Super Bowl Legacy highlights: Another way to build Tampa pride was by showing the long-lasting impact of Super Bowl LV in the community. Hosting the Super Bowl is a major opportunity for any city because of the economic impact, tourism revenue, and national spotlight. However, thanks to the Forever55 legacy program from the NFL and the Tampa Bay Super Bowl LV Host Committee, the impact was far-reaching with major investments in sustainability, education, health, food security, systemic justice, and families. Sharing these posts, especially on Facebook where the majority of followers are Tampa Bay area residents, helped build community pride for the positive impacts SBLV will have in Tampa for years to come.

Figure 7 Example of Forever 55 Super Bowl Legacy Post

Highlighting Local Businesses via Tampa Bay Playbook: During the time of SBLV, “fill in the blank” Instagram stories were a popular trend. The City of Tampa created its own fill in the blank graphic called the “Tampa Bay Playbook” which was designed to help highlight local businesses and attractions. Instagram users could screenshot this story, fill in the blanks, and share it on their own social media accounts. This campaign helped highlight local businesses, gave visitors ideas of where to eat/what to do, and it gave residents a sense of Tampa pride by allowing them to shoutout their favorite local hotspots. This was an exclusive activity for those who live in the Tampa Bay Area, creating a sense of unity.

Figure 8 Tampa Bay Playbook Fill In the Blanks Instagram Story

Documenting SBLV through User-Generated Content: In order to continue building community pride, the City of Tampa relied heavily on user-generated content to help document and tell the story of SBLV. The City’s Instagram Story and Twitter profile contained many reposts/retweets from local and visiting fans who attended the Super Bowl Experience. In fact, “SBX Flashback” was one of the themes for #BucsSpiritWeek. The department also relied on UGC from the Super Bowl itself. The City’s social media manager was not able to attend the Super Bowl, therefore the department relied exclusively on user-generated content (and some content from the Police Department and Mayor’s office) for the big game. And finally, user-generated content was shared during the Bucs Championship Boat parade after the Super Bowl.

Through user-generated content, the City inspired community pride by telling the story of Champa Bay via the lens of local and visiting fans.

Figure 9 SBLV User-Generated Content shared on Instagram Story

Embracing #ChampaBay: When the Buccaneers won the Super Bowl, Tampa Bay was crowned as “Champa Bay” in the media and hearts of local fans. And the Bucs weren’t the only local team to carry the title. Following the Bucs’ historic win, the Tampa Bay Lightning went on to become back-to-back Stanley Cup Champions and the Rays and Rowdies both won regional championships in 2021 too. Each victory cemented the “Champa Bay” moniker as part of Tampa’s identity.

The City of Tampa’s Communications Department continued to amplify that message and utilize #ChampaBay as a title to celebrate a wide array of victories in Tampa, from victories in tech/innovation to sharing love for Champa Bay on Valentine’s Day and even celebrating the Parks & Rec Department as Champa Bay champions for winning the NRPA National Gold Medal Award. Through strategic and consistent social media and traditional media campaigns, “Champa Bay” became synonymous with Tampa, and the story of a City on the rise.

Figure 10- 11 Facebook photo showcasing local sports trophies during “#ChampionsDay” (left), Facebook photo showing Bucs and Bolts banners at the Tampa Convention Center (right)

Goal 3: Showcasing Tampa for visitors and a national audience

The final goal for the City of Tampa’s SBLV campaign was to showcase Tampa for visitors and a national audience.

Ahead of the Super Bowl, Tampa International Airport prepared to welcome an influx of about 30,000 passengers per day the week of SBLV (Wantuk, 2021). With the spotlight shining on Tampa for Super Bowl viewers around the world, and the influx of fans touching down in Tampa for the big game, the City leveraged social media as a way to showcase Tampa as a great place to live, work and play.

Figure 12 City of Tampa tweet featuring Tampa in 60 Seconds video

Promoting Tampa Tourism: To introduce Tampa to visitors and curious fans nationwide, the City of Tampa produced several social media posts showcasing Tampa tourism. This included highlighting local attractions, showcasing beauty shots of the city, sharing information on how to get around and posting other content that would appeal to visitors.

Some examples of posts designed for visitors and the national audience included:

· A short “Welcome to Tampa” Instagram reel and TikTok video

· A Tampa in 60 Seconds video post on Facebook, Twitter and Instagram

· An Instagram story takeover in partnership with Tampa International Airport

· An Instagram story question box asking locals to leave restaurant suggestions for visiting fans

Through this type of content and more, the City strived to capture the attention of visitors and national onlookers who typically wouldn’t be following the City of Tampa on social media. The Super Bowl was a great marketing opportunity to showcase Tampa as a fun and thriving city to a national audience.

Sneak Peaks and behind the scenes of the Super Bowl Experience: The City of Tampa also used social media as a window into what it’s like to attend Super Bowl events in Tampa. The City was able to give local and visiting fans a behind-the-scenes look at the Super Bowl Experience getting set up and a sneak-peak at the main event space before it opened to the public. The City also posted real-time photos daily showcasing the various Super Bowl Experience events, including information on the daily schedules, where to park, etc. This information was useful for local and visiting fans but it also gave Bucs fans across the nation a way to experience the action from a distance.

Figure 13 Screenshots of the City of Tampa’s SBLV Experience preview Instagram story

FB Live of fireworks: One of the main attractions at the Super Bowl Experience was the nightly firework show from Tampa’s famous Jose Gasparilla pirate ship. The City of Tampa streamed the fireworks live on Facebook and Instagram, offering fans around the world a chance to watch from a distance. The Facebook lives were highly popular and received a lot of engagement.

Figure 14 Facebook live of the Super Bowl Experience firework show

Customer Service: Last but not least, the City of Tampa used social media as one of its most powerful customer service tools during the Super Bowl. The City received a 122.3% increase in inbound messages from January 31 to February 13 according to a Sprout Social Report from the City of Tampa. This equated to over 22,000 messages in 14 days. The Communications team worked around the clock to answer questions in a timely manner. By being responsive to DMs, tags, and comments the City of Tampa was able to offer valuable and direct customer service to local and visiting fans.

Figure 15 Sprout Social Report of the City of Tampa’s message volume on Facebook, Twitter and Instagram from January 17 — February 28, 2021.

Results

Overall, the City of Tampa’s #SBLV social media campaign was a major success — and the analytics reflect it. According to a Sprout Social report, the City of Tampa gained over 16,000 followers on Instagram, Facebook and Twitter between January 17 and February 28. Engagement rates were also off the charts, with a 200.8% increase in engagement during the same reporting period.

Tables 1–2 City of Tampa Social Media Audience Growth and Engagement from January 17 — February 28, 2021, Table 3 City of Tampa Social Media Audience Profile Analytics

The City of Tampa was also successful in achieving its 3 main goals:

Goal 1: Supporting COVID-19 Safety: Hillsborough County Health officials reported that Super Bowl LV was not a super spreader event — citing the use of masks, the relocation of indoor events to outdoors and the enforcement of COVID-19 safety requirements as key factors.

Figure 16 Comments on the City of Tampa’s Gameday Playbook Facebook post

The public education campaign from the City of Tampa certainly increased awareness about the mask regulations and COVID-19 safety protocols. Overall, I would say the City achieved its goal of keeping the community informed, even if the comment sections reveal mixed sentiments as the department anticipated.

Goal 2: Inspiring Tampa Pride: The City of Tampa was also successful at inspiring Tampa pride. Many of the comments from locals expressed love for their city (as shown by a few examples below). By sharing beautiful photos and videos of Tampa, the City was able to remind residents just a few reasons to be proud of their hometown. By embracing the “Champa Bay” moniker, the City also added to the fun and positive identity for the City that residents could be proud of.

Figure 17 Examples of Instagram comments expressing Tampa pride

Goal 3: Showcasing Tampa for visitors and a national audience: The City of Tampa also achieved its goal of reaching visiting fans and a national audience. In addition to producing content that promoted Tampa tourism, the City of Tampa also utilized trending hashtags like #SBLV and #SuperBowl to join the national conversation and make it easier for football fans across the nation to see @cityoftampa’s posts.

Figure 18 “Welcome to Tampa” Instagram Reel

Looking at the analytics of specific posts also shows that a high percentage, in some cases over 50%, of the accounts reached were non-followers. This indicates that the City of Tampa was successful in reaching a new audience, many of whom may not be local to the Tampa Bay area but were interested in the Super Bowl and therefore looked to Tampa as the host city.

Figure 19 Screenshot of Instagram insights from the Tampa in 60 seconds Instagram video post — showing over 75% of the accounts reached were non-followers

What Worked

Below I have outlined some of the strategies that I think contributed most to the campaign’s overall success.

User-Generated Content: A research paper published by the University of Navarra argues that the “place brand identity”, or the identity of a place (i.e. Tampa), is created not by the municipality, but by the general public through user-generated content.

Perhaps it may be time for place branders to not only voluntarily give up their perceptions of control over at least part of the identity formation process and encourage contributions from wider stakeholders, but to no longer perceive them as mere consumers of the brand, but also as its co-creators. However, this will require another shift in academic understanding of place brand identity and place brand image, which may be difficult to achieve considering that there has only recently been reached a certain level of agreement within the extant literature about the various definitions of terms associated with these constructs. (Skinner, 2018)

Figure 20 UGC shared on the City of Tampa’s Instagram

Often when individuals plan a trip, they look not at the perfectly curated marketing collateral, but instead at the user-generated content of everyday people who have traveled to that destination and tagged their location on social media. By embracing, rather than fighting against, the inability to “control” the “place brand identity”, the City of Tampa invited the public as “co-creators” to showcase the beauty of the city. This made the content more organic and relatable, plus it rewarded the individual who posted it by having their content shared on the City’s official social media channels.

By directly inviting the public to create user-generated content during #BucsSpiritWeek, and through casually reposting, sharing and retweeting content the City was tagged in, the City of Tampa was able to work with the community to tell the story of Super Bowl LV.

Figure 21 Examples of User-Generated content shared during day one of #BucsSpiritWeek

3rd party content: From sharing the NFL’s social media content to partnering with Titus O’Neil on a mask campaign and hosting an Instagram story takeover in partnership with Tampa International Airport — sharing 3rd party content was an effective way for the City of Tampa to achieve specific goals without having to send the message directly from the local government.

During the time of Super Bowl LV, COVID-19 fatigue was strong and the local community was tired of seeing the City of Tampa posting about masks. By sharing content from the NFL and partnering with Titus O’Neil, the message was more likely to resonate with sports fans than if the City had simply posted “wear a mask”.

Facebook Live: The City of Tampa effectively used Facebook live as a window into the Super Bowl Experience in Tampa. With the timing of Super Bowl LV during a pandemic, many fans who may have attended in person under regular circumstances were unable to travel to Tampa for the weekend. With this in mind, and the importance of social distancing still on the forefront, the City of Tampa leveraged Facebook live as a window into the Super Bowl Experience for distanced fans.

The City of Tampa went live several times to showcase the nightly fireworks and light show aboard Tampa’s famous Jose Gasparilla pirate ship. Each time the City went live for this event, the video received high watch times and engagement rates. In fact, this Facebook live of the ship was the City of Tampa’s most-watched Facebook video in 2021 with over 144,000 views.

Short-Form Video — Instagram Reels, TikTok and Instagram Stories: According to HubSpot, short-form video has the highest ROI of any social media marketing strategy (Bretous, 2021). HubsSpot also reported that a 2020 study revealed that people share video content at twice the rate of any other content.

Table 4 City of Tampa social Media Video Views January 17 — February 28

With the rise of short-form video and the shortening attention span of social media users, the City of Tampa leveraged Reels, TikTok and Instagram stories to create micro-content that celebrated #SBLV. The results were outstanding. The City of Tampa experienced a 619.2% increase in video views from January 17 — February 28. This included a record-breaking 5,128% increase in video views on Instagram posts for the @cityoftampa account.

Figure 22 Examples of successful short-form video (Instagram Reels and TikTok)

Short-form video was a highly effective strategy for the #SBLV campaign that helped increase reach and engagement for the City of Tampa’s social media channels and it helped establish a modern and fun identity for the City as one of the very few cities at the time to have TikTok or Instagram Reels channels.

What Went Wrong

While the #SBLV campaign was an overall success, there were some missed opportunities and challenges. Below I have outlined two of the main issues the Communications team experienced when executing this campaign.

Staffing Shortage for Inbound Message Monitoring: The City of Tampa’s Marketing Department consists of one Communications Strategist who manages the City of Tampa’s social media profiles. Due to the expected influx of engagement and direct messages during the Super Bowl, two other employees were tasked with assisting in social media monitoring and content creation. Two interns were also brought on board to help cover the various Super Bowl Experience events.

Nevertheless, the influx of social media activity was greater than what the department could handle. While the department did their best and overall succeeded in the SBLV campaign, additional staff could have helped ensure the same level of quality customer service the department strives for day to day, including responding to comments in a timely matter, proactively engaging with various location tags/hashtags, and ensuring no questions/notifications were missed.

Table 5 Sprout Social Inbound Messaging Report for the City of Tampa Social Media channels (January 31 to February 13)

In the below table, you can see that despite there being a 122.3% increase in messages received from January 31 to February 13, there was only a 46.8% increase in total messages sent. During this reporting period, the City of Tampa received over 22,000 inbound messages. This does not include all notifications (ie likes, shares, tags, etc) which were even greater.

Dip in Engagement Between the Super Bowl and the Buccaneers Championship Boat Parade: Another missed opportunity was reflected in the dip in engagement between the Super Bowl on February 7 and the Buccaneers Championship Boat Parade on February 10. This dip can be attributed to several factors.

Table 6 and 7 Sprout Social Engagement and Impressions Report for the City of Tampa Social Media channels (January 31 to February 13)

During this time, the Department was unexpectedly left without a Communications Director. The team was also experiencing burnout having worked tirelessly leading up to the Super Bowl itself. Additional staff could have helped balance the workload, especially over the Super Bowl weekend, to ensure sustained momentum in the event the Buccaneers won.

The remaining Communications Department staff was also pulled in different directions following the Buccaneers win to help organize the boat parade, create graphic design marketing collateral/directional signage, draft press releases, organize media availabilities and more.

One way the City of Tampa could have prevented this dip in engagement would have been to start developing a plan sooner for sustained social media content in the event the Buccaneers won. Preparing in advance could have prevented the team from becoming burnt out and overwhelmed between the Super Bowl and Boat parade.

Another opportunity could’ve been to reach out to the Bucs, Tampa Bay LV Sports Commission, Visit Tampa Bay or other stakeholders to see if they wanted to collaborate on a “takeover” or supply additional social media content to fill the gap and maintain the momentum into the boat parade.

Conclusion

In conclusion, the City of Tampa rose to the occasion of hosting — and marketing — a Super Bowl during unprecedented times. Despite many challenges, the City of Tampa’s Communications Department was able to achieve its goals of promoting COVID-19 safety, inspiring Tampa pride, and engaging the local, visiting and national audiences.

The analytics from the weeks before, during and after Super Bowl LV evidence the success of the City’s social media strategies. However, even more impressive than the numbers and analytics of the posts, was the social impact of the #SBLV campaign.

Throughout 2020, the social media sentiment towards the City of Tampa was largely negative. This was due to mixed feelings over COVID-19 regulations, tension between the local community and police department during the Black Lives Matter protests and other factors. The Super Bowl and the #SBLV campaign marked a turning point in the sentiment towards the @CityOfTampa social media profiles.

On a personal level, being part of this social media campaign was one of the greatest accomplishments of my career. Seeing firsthand how social media could reinspire a sense of community and foster city pride gave me new insights into the power of social media for community building. What stood out to me about the #SBLV campaign wasn’t just the record-breaking engagement or follower growth — it was the positive comments from locals, the enthusiasm from visitors discovering Tampa for the first time and the decisions made by fans to wear a mask to support a safer Super Bowl experience for all.

By analyzing this campaign, I was also able to look back at some of the content we posted with a critical lens and learn from what worked and what didn’t work. Moving forward, I will continue leveraging effective social media strategies like short-form video and user-generated content to engage residents and build a modern identity for the City of Tampa.

Through effective social media strategies, the City of Tampa was able to use the #SBLV campaign to bring the community together, foster Tampa pride, and showcase Tampa on the world stage. But in the end, the social impacts — though difficult to quantify in an analytics report — are what I believe ultimately made the City of Tampa’s #SBLV campaign a hard-won success and a reflection of the Champa Bay spirit that defines the Tampa community.