Nationals Will Launch Multi-Platform "Natitude" Campaign This Weekend

The Nationals will introduce “Natitude” to the DC area this weekend, with a press release Friday, radio spots starting Saturday during WJFK-FM's first Spring Training broadcast, TV ads beginning with Sunday’s Spring Training debut on MASN, and "at least one commercial" on the team’s website, according to Dan Steinberg of the WASHINGTON POST. The website commercial alternates between 1B Michael Morse and 2B Danny Espinosa, "with both men virtually leaking glowing globules of confidence off the screen." Morse is "shown repeatedly, doing some sort of primal, silent howl." The tagline, “Ignite Your Natitude,” appears at the end. A group of Nationals employees "came up with the 'Natitude' brand campaign together," and COO Andrew Feffer said that it "was inspired by the way the team played in 2011." The team has "started introducing players to the new campaign, asking them to design t-shirts that express their own particular Natitude." P Drew Storen has "already come up with his concept, featuring the phrase 'Attention fans, the bottom of the 9th has been canceled.'" The most popular player shirts "will be used either as team giveaways or sold in the team store." Fans will also be asked to "submit their own takes on Natitude, and Feffer hopes the campaign 'will define itself over the course of the season, change, become new and fresh, less what we say it is and more what the players and fans decide it is'" (WASHINGTONPOST.com, 3/2). The team worked with Forty Forty to develop the campaign (THE DAILY).