REDISCOVERING THE LOVE OF THE GAME
BUSINESS CHALLENGE: Baltimore had fallen out of love with the Orioles. A 10-year losing streak. Star players traded. One of baseball’s most storied franchises entered the new year with low expectations, a dwindling season ticket base and heavy competition from the Washington Nationals.
OBJECTIVES: Generate excitement about the Orioles during a rebuilding year. Stimulate paid ticket sales.
TARGET: Lapsed fans who needed help to rediscover why they still loved the Orioles.
APPROACH: To rekindle the romance between the city and the team, we tapped into the deep reservoir of pride and positive memories, with an emphasis on the ballpark experience. “This is Birdland”, the campaign’s rallying cry, appeared on strategically placed billboards to mark the territory. TV and print featuring real fans defined Birdland as more than just a physical place, but as a set of shared values as well — a welcome home for the fans who have made the O’s a part of their lives.
RESULTS: Fan enthusiasm and media affinity grew noticeably and game attendance was up an average of 2,000 seats per game.
This is Birdland.
TV commercial for the Baltimore Orioles baseball team. Greg Nelsen, art director.