SBD/22/Franchises

"BASEBALL LIKE IT OUGHTA BE": CARDINALS LAUNCH AD CAMPAIGN

     The Cardinals are investing more than $500,000 on an ad
campaign with the theme, "Baseball Like It Oughta Be," according
to the ST. LOUIS POST-DISPATCH.  TV ads began Sunday and will be
complemented by billboards and radio.  More than 600 TV spots
will air in the first two weeks of the campaign.  Full-page print
ads have already appeared in the Post-Dispatch.  Cardinals
VP/Business Ops Mark Gorris said the campaign costs "more than
double" what they normally spend on advertising.  The spots were
created by St. Louis-based Waylon Advertising execs James Palumbo
and Kip Monroe -- both formerly of D'Arcy Masius Benton & Bowles
where they managed the Budweiser account.  Among those featured
in the spots will be Tony LaRussa, Ron Gant and Stan Musial (John
McGuire, ST. LOUIS POST-DISPATCH, 1/20).
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