The Braves today launched their new marketing campaign for SunTrust Park, titled "Welcome Home" and developed in collaboration with SME, N.Y. Early activation emphasizes the team's connection with fans and promises a family-friendly atmosphere at the new venue. Braves VP/Marketing Adam Zimmerman said the theme for the effort was derived from roughly a year's worth of research, which found that fans associated the Braves with terms like "friendly," "family" and "welcoming." Part of this comes from what Zimmerman termed the club's "culture of service," in which many team employees hold their posts for multiple years and even decades. Zimmerman added that multiple sponsors will be activating around the "Welcome Home" message throughout the '17 season. A Hispanic version of the campaign is slated to launch later this week.
Adding some star power to the effort is Atlanta native Ryan Seacrest, who is doing the voiceover audio for the campaign's radio spots as part of a broader partnership between the team and Seacrest's foundation. The spots are now airing on Atlanta-area radio (hear audio on MLB.com). The Braves will support the Ryan Seacrest Foundation's work with children's hospitals throughout the country, including Children's Healthcare of Atlanta, integrating the Foundation's programs into promotional efforts and activations at SunTrust Park.
