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Wednesday
July 16, 2008
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MLB Launches Largest Ever Postseason Marketing Campaign

Gonzalez Starring In MLB's "There's
Only One October" Ad Campaign
MLB during Monday's coverage of the State Farm Home Run Derby launched its largest ever postseason marketing campaign, with a media value of more than $65M. The campaign, titled "There's Only One October," seeks to engage fans and capture the passion and energy of the playoffs. The campaign -- featuring actor Rick Gonzalez playing himself, a passionate fan writing a blog about October baseball -- will highlight some of MLB's most memorable October moments, while showcasing this year's storylines leading up to the postseason. Fox and TBS will run spots featuring appearances by respective network personalities, including comedians Jeff Foxworthy and Frank Caliendo, and also will cross-promote through their sports and entertainment properties. The campaign will be supported by an extensive online and TV schedule, both in-game and out-of-game, as well as print and radio ads. MLBlogs.com also will feature elements of the campaign (MLB). In Chicago, Lewis Lazare noted MLB Monday debuted "October Fairytale," via McCann-Erickson, N.Y. The spot features Gonzalez typing a blog entry on MLBlogs.com (CHICAGO SUN-TIMES, 7/15).

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