St.
Cloud River
Bats
“The
Definition
of Fun”
How
do you promote
an all-American
game and
have it share
the spotlight
with the fun,
family experience?
It was time
to redefine
the meaning
of fun. The
St. Cloud
River Bats
organization
knew that
it doesn’t
take much to
attract true
baseball fans,
but was unsure
how to capture
the casual family
audience. The
field’s
location had
changed, the
organization
had added attractions
and planned
numerous between
inning giveaways
and events.
We needed to
redefine fun
and explain
that there’s
more to the
experience than
just watching
the game. By
using familiar
baseball terms
and complimenting
them with appropriate
messages or
information,
it was “game
on.” Sure,
true baseball
fans really
don’t
need much coaxing,
but it was important
to get the message
out that everyone
was welcome – baseball
savvy or not.
Johnson
Group stepped
up to the
plate
and created
a campaign
that
led off with
a billboard
series, followed
by print and
radio – all
based
on “The
Definition
of Fun” theme.
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