What’s Your Line? MLB Teams’ ‘07 Season Marketing Slogans

With the start of the ’07 MLB season, some teams are sticking with proven marketing campaigns, while others are taking a different approach to reach fans. The chart below presents the slogans and ad themes of all the teams for which information was available (THE DAILY).

TEAM	07 SLOGAN	AGENCY
D'Backs	None	The Lavidge Company and in-house
Ads focus on fans having a "D-backs moment"; campaign looks to provoke nostalgic feelings about the game
Braves	Welcome To The Bigs	Blue Sky
Implies the Braves are the premier pro sports team locally and regionally; focuses on team and its players
Orioles	See You At The Yard	Leffler Agency, Baltimore
Red Sox	None	N/A
Cubs	2007…Play Like There's No Tomorrow	FCB Draft
White Sox	Back To The Grind	TwoByFour
Plays off '05 campaign "Grinder Rules"; reflects team's commitment to winning another championship
Reds	C You There	in-house
Centers around players in new uniforms saying, "See you there" at Great American Ball Park
Indians	None	MLB Productions
"Friday Fireworks, Saturday Giveaways, Sunday Kids Fun Day" campaign prominent
Rockies	R season	in-house
Third season of centering the team's campaign around "R"; '06: "R you in?", '05: "GenRation"
Tigers	Who's Your Tiger?	SMZ
Campaign returns from last year; creates program linking players with major southeastern Michigan landmarks
Marlins	You Gotta Be Here	Imagen
Features players going into community asking fans, "Where were you last night?"
Astros	Return of the Good Guys	Anthem Creative
Returned to a "Good Guys" campaign from '03 and '04; features an Old West theme
Royals	True. Blue. Tradition.	in-house
Campaign centers around Kauffman Stadium, as well as the team's past, present and future
Angels	What-A-Game	in-house
New campaign theme includes What-A-Pitch, What-A-Nite, What-A-Play, What-A-Catch, etc.
Dodgers	Get Into The Blue	Young & Rubicam Brands, Bounce Event Marketing
Focuses on introducing the team's new players, as well as showing fan devotion and passion for the Dodgers
Brewers	None	E and Co.
Two goals are to reinforce the "Brewers experience" at Miller Park and to promote players
Twins	This Is Twins Territory	Periscope
Campaign's third season; theme centers around players' personalities that came out during the '06 season
Mets	Your Season Has Come	Ogilvy & Mather 3
First year of campaign
Yankees	New York Yankees - Where Players Become Legends	in-house
Two-year campaign that will run into Yankee Stadium's final season in '08; history and tradition a focal point
A's	Athletics Defined	Eleven, Inc.
New concept focused on highlighting the athleticism of A's players
Phillies	Goosebumps	bubble
Inspired by '06 commercial featuring int'l broadcaster's call of a Ryan Howard HR
Pirates	We Will	in-house
Second-year of campaign that is also the team's brand position; fan testimonials are a new feature this year
Padres	Experience It!	Hoodoo Design, Satellite Video Productions
Giants	Your SF Giants	Swirl
Third season of the campaign; focuses on expressions that are unique to Giants fans
Mariners	None	Copacino+Fujikado
Same theme used since '94; broadcaster Dave Niehaus uses signature phrase "My, oh my" in ads
Cardinals	Baseball Heaven	Waylon Advertising
Used this theme in past years
D'Rays	More Than Just A Game	Pyper Paul + Kinney
Specifically targets families and women; expanding marketing reach north to Orlando, south to Port Charlotte
Rangers	You Could Use Some Baseball	Door Number 3
Campaign meant to encourage people to change their normal routine and come to the park
Blue Jays	It’s Always Game Time	Publicis
Nationals	Pledge Your Allegiance	White + Partners
Advertisments run on DC Metro system cars; video wall projections on buildings in DC area