ESPN Deportes' Dominican Baseball League Campaign Takes Flight
Multimedia Initiative Supports Caribbean Winter Ball
Mike Reynolds -- Multichannel News, 11/22/2009 9:47:34 AM
ESPN Deportes has thrown out the first pitch on its marketing campaign supporting its coverage of winter ball from the Dominican Republic.
Tagged, "Durante el invierno el béisbol viaja al Caribe," ("During winter, baseball travels to the Caribbean"), the multimedia campaign features animated spots highlighted by a winter baseball themed ‘flight to the island' and baseball terminology, identifying the network as the ultimate destination for winter baseball coverage.
ESPN Deportes' coverage of the six-team Caribbean hardball circuit commences Nov. 24 at 6 p.m. (ET) with Torros visiting Escogido.
The TV and radio spots feature the voices of Carolina Guillen, host of the network's weekly baseball show Béisbol Esta Noche as a flight attendant and Dominican Hall of Fame pitcher Juan Marichal, along legendary baseball commentator Ernesto Jerez, serving as captains of the flight.
The print creative also reflects this ‘travel' theme, showcasing an airline ticket and a safety aircraft card that deliver the message of the campaign, as well as contain network tune-in information.
Produced by ESPN Deportes and its creative agency LatinWorks, the campaign also includes radio, and online support. Local radio, print and non-traditional executions will be targeted in New York City, Miami, Orlando and Tampa.
On the ground, marketing teams will infiltrate the streets of Washington Heights in Manhattan, home to a sizable Dominican population, the weekend of November 21 using a guerrilla marketing approach. Driving Segways around the area, the street team consists of women dressed up as flight attendants with baseball team logos on the caps and men with Dominican baseball uniforms. They will distribute such branded items as travel tags and faux airline tickets, replete with information of ESPN Deportes' coverage of the Dominican Baseball.
"ESPN Deportes continues to be the home of baseball all year long," said Maribel Viteri, marketing director for ESPN Deportes, in a statement. "Our strategy for this campaign is to remind the fans of the network's commitment to continue to bring them sports from back home, all while connecting viewers to the brand."
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