Oh Baby! 'Bowl' Promotes St. Luke's Pregnancy Services

The “King of Beers” had the “Bud Bowl,” Philadelphia has the “Wing Bowl,” and now the St. Luke’s University Health Network has the “Baby Bowl.”

It’s the boys versus the girls in a new bit of local marketing for St. Luke’s prenatal and pregnancy care services that capitalizes on the general football frenzy that comes along with the week leading up to the Super Bowl.

Working along with Adams Outdoor Advertising, St. Luke’s is posting the “score”—the number of boys and the number of girls born in the hospital network’s pregnancy units between New Year’s Day and the end of Super Bowl Sunday—on five digital billboards around the Lehigh Valley.

Early on in this competition, the boys have taken a commanding 47-baby lead.

“The Baby Bowl digital billboard is intended to be a fun, lighthearted promotional effort to call attention to our maternity and pediatric services,” said Ken Szydlow, vice president of marketing and public relations for St. Luke’s.

“The billboards will be supplemented by additional social media components. We look forward to hearing feedback from current and future patients and their families.”

The campaign began Monday and will continue until the final score is revealed next Monday—the day after the big game.

St. Luke’s also plans to name an MVP—Most Valuable Physician—the doctor who delivers the last baby of the day on Sunday, said Denise Rader, director of media relations for the health network.