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Bon Jovi three-peats for TBS baseball
Published August 31, 2009
For the third consecutive year, TBS will use the rock band Bon Jovi to promote its postseason baseball coverage — and network officials insist there isn’t a band groupie working in Atlanta.
For the past two years, TBS has wrapped its promotional coverage around a music video for the Bon Jovi song “I Love This Town.” This year, it will use “We Weren’t Born To Follow,” from the band’s upcoming album “The Circle,” which will be released in November on the Island Def Jam label. “We Weren’t Born To Follow” was released earlier this month.
“This is an evolution of the campaign,” said Craig Barry, Turner Sports senior vice president and creative director. “The new song has a strong message of standing up and believing. That’s what the postseason is about.”
Network executives would not say how much they are spending on the campaign.
Barry said he was looking for tunes that could become potential anthems for sports when he picked the song. He said he was open to other artists, saying it was a “unique scenario” to bring back Bon Jovi again.
Shorter versions of the full-length music video will appear today on TBS. The video also will debut on MLB.com today and run on JetBlue and Frontier Airlines video systems from Sept. 15-30.
The network is rolling out the full 2 1/2-minute video to 15,167 movie theater screens starting Friday. Music from the song will be used during promos and teasers on TBS’s postseason coverage, which starts Oct. 7 with the division series and the National League Championship Series.
The campaign is TBS’s first postseason baseball effort without Jennifer Storms, the former senior vice president of marketing and programming, who left Turner Sports in July to take a marketing job at Gatorade.
Turner is conducting a search for Storms’ successor.