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MLB ANNOUNCES RETAIL MARKETING EFFORT
Published October 8, 1996
MLB's National Retail Marketing Department announced a retail marketing campaign focusing on the post-season. The "Bring It On Home" campaign is "aimed toward generating public awareness through a cohesive and consistent national marketing effort." National ads began running in USA Today and Baseball Weekly October 2, and will continue through the post-season. In addition, retailers carrying MLB licensed merchandise were sent campaign packs containing information on their participation. A weekly newsletter will also go to retail buyers highlighting current sales standings, information for post-season markets, and information on participation in the campaign. Retailers are eligible for a contest on the most effective merchandising display using MLB merchandise and the "Bring it on Home" POP materials. Other components of the campaign include a partnership between Starter and MLB with a national and local ad campaign in championship cities, and a partnership between New Era Cap Company and MLB for an ad campaign (MLB).