Ad Tracker: San Diego Padres

Agency: Hoodoo Design, in conjunction with Padres staff

Tag line: Play Downtown

Media: TV ads run according to a set schedule on cable to tout promotions at Friday night home games, airing on a roster that includes ESPN, ESPN2, A&E, TNT, CNN and Discovery Channel. Spot buys on local TV. Radio spots on most local stations. Print ads in the San Diego Union-Tribune and smaller papers. Spanish-language ads used for all media as well.

Time line: Second year of campaign. Spots for season tickets began running in December; additional spots began running in February and will run throughout the season.

Target: The ads have a more serious tone than in the campaign’s inaugural year, intended to reflect the Padres being serious about winning. The ads also draw attention to the second year of downtown San Diego’s Petco Park.

Sample ads: Infielder Mark Loretta describes the advantage the Petco Park crowd gives the team; members of the team, including San Diego’s mascot, unite to “Beat L.A.”