Being America’s “national pastime” alone does not sell tickets. A select group of professional baseball teams told Reel Chicago how they’re bringing fans into the stadium this season.
Chicago Cubs
Everybody In | Shaefer Condon Carter
Alyson Cohen — Public Relations Manager
What is the creative?
The creative thematic, Everybody In, is meant to feel less like a marketing slogan and more like a rally cry uniting players and fans. It acknowledges the team-first mentality of the clubhouse while ensuring fans understand they’re part of this team. One of our out-of-home executions sums it up best: “25 Guys. Millions of Teammates.”
What is the thinking behind the tagline/theme?
As we enjoy this new era of competitive Cubs baseball, we want to celebrate the best values of our past while acknowledging the new expectations in team performance. This campaign highlights the fact we need “Everybody In” to keep winning. It’s not just the guys on the field who make us successful. It’s also our fans, corporate partners, neighbors and our front office. We are committed to creating an experience that fosters a strong community of Cubs fans, not just here in Chicago, but around the world. The beauty of Everybody In is its inclusivity and ability to resonate with all of these audiences.
What do you want the audience to take away?
It’s important our fans know we realize their level of support and engagement is special. It really is critical to our ongoing success on the field. We hope our fans are inspired by Everybody In and think of the campaign as a celebration of all the ways they show just how “In” they are each and every day.
Cleveland Indians
Rally Together | In-house
Jason Wiedemann — Director, Brand Management
What is the creative?
This will be the second and a half season with the tagline, “Rally Together.” We introduced it right before the 2016 playoffs. As we’ve maintained continuity with our players on the field, we try to maintain continuity with our marketing as well.
What is the thinking behind the tagline/theme? The city coming together to support the team. Clevelanders are proud of northeastern Ohio, and the city’s going through a Renaissance.
What do you want the audience to take away? We try to reach our fans in a lot of different ways. We’re doing television, radio, digital, out of home, social networks, cable, local Fox affiliate. We’ve returned a lot of our core (players). We feel confident of the guys coming back. We’ve got some who maybe are not national names yet but we’re really proud of them.
Minnesota Twins
This is how we baseball | Carmichael Lynch Minneapolis
Ellie Taylor — Communications Director
The Creative
“This is how we baseball” brings the Twin Cities team’s new attitude (and rocket shoes) to life through a design-driven look and feel that truly embodies the unique excitement of going to a game at Target Field. The new look and feel infiltrates all elements for the team from TV down to tickets and season ticket holder packages. The “This Is How We Baseball” campaign includes two 30-second spots that will air in the Minneapolis-St. Paul market.
“We’re thrilled to help tell the story of our hometown team,” said Carmichael Lynch CCO Marty Senn. “The Twins have a great young team that’s poised to have an amazing season, and we wanted to give them a look-and-feel that could capture some of that swagger, and also give you that feeling of being at Target Field in the summer.”
Los Angeles Dodgers
Determined | In-house
Jon Chapper — Assistant Director, Public Relations
The Creative
We’ve won the National League West five years in a row. Three out of those five years, we went to the NLCS. This past season, we were one victory away from winning it all. Some might consider coming that close a success — but we’re not satisfied. Each year, our goal is to win the World Series. Everyone in this organization shares the same mindset, From our academy in the Dominican Republic to our Triple-A team in Oklahoma City, from our front office to the players on the field Now more than ever, we are determined.
Send your creative news to Reel Chicago Editor Dan Patton, dan@reelchicago.com.
