TITLE

Major League Baseball spotlights local heroes in new $10 mil 'Fan Mail' campaign

AUTHOR(S)
Friedman, Wayne
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plans of the Major League Baseball to redirect its marketing efforts to the local level by launching its Fan Mail campaign in April 1999. Vigilante will build the campaign around a series of customized local spots for 22 of its 30 teams. As part of the effort, the league will rollout a traveling fan festival, which will tour a number of cities and feature baseball exhibits, games, and competitions. With the campaign, the league is looking to build on its historic season of a year ago, when a number of major records were broken by clean-cut, endorser-friendly athletes.
ACCESSION #
1696100

 

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