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SBD/21/Sponsorships Advertising Marketing
CORRECTION: WHITE SOX AD CAMPAIGN ALIVE AND WELL
Published April 21, 1995
Yesterday's round-up of the ad campaigns of the 28 MLB teams mischaracterized the White Sox's approach. Early this year, the team elicited letters from fans on their feelings toward the Sox and the game itself with a "Dear Sox" campaign. According to Rob Gallas, Senior VP of Marketing & Broadcasting, while many were strike-related, the letters also included very "personal, poignant and humorous" accounts of the fans' experiences through the years. The White Sox recently selected the best 75 of the over 2,000 letters received and shot footage of those fans relating their baseball and White Sox memories. That footage was then edited into TV ads, seven of which are already running. The campaign, which will run throughout the season, is being produced by the team's ad agency, DiMeo-Rosen Partners of Chicago, and could include as many as 15 spots featuring 25 fans. The spots range from a fan who has followed the team since 1925 to a man who chose to get tatooed with a Sox logo rather than his wife's name. The fan responses and the ensuing media campaign will also be featured in radio and newspaper ads, the White Sox game programs, and the extra footage will be used in scoreboard vignettes during games. There are also plans for a coffee-table book, with proceeds going to charity. THE DAILY regrets the error.