Red Sox Launch New Ad Campaign Featuring Old, Current Moments

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The Red Sox Friday unveiled a new ad campaign titled "Here," via Conover Tuttle Pace, Boston, designed to highlight the team, its fans and Fenway Park. The execution includes print, outdoor, radio and broadcast (Red Sox). The BOSTON BUSINESS JOURNAL's Lisa van der Pool reports the new campaign "highlights both the team's past and recent history." One 60-second and two 30-second TV spots "splice black-and-white, historic Red Sox moments like Babe Ruth donning a Boston uniform walking out of the dugout, mixed in with shots of the current team," including LF Manny Ramirez hitting his 500th home run and P John Lester tossing a recent no-hitter. The spots feature written phrases such as "Here, we lead the league in goose bumps," and "Here, life is so good, so good, so good." Each of the commercials "end with a call for Red Sox fans to join Red Sox Nation." Red Sox Exec VP and Chief Sales & Marketing Officer Sam Kennedy said that the team "wants to strike while the iron is hot." Kennedy: "We know just how fragile the phenomenon is and that's why, while things are so good, we're taking the time [to] celebrate the brand and capitalize on the success of the moment" (BOSTON BUSINESS JOURNAL, 7/25 issue). In Boston, Chris Reidy wrote the Red Sox "wouldn't seem to need an ad blitz to attract attention," but "perhaps after two recent World Series victories, some followers are becoming jaded." Kennedy: "This is the first time we've put a concerted effort behind a consistent, season-long theme." Kennedy added the new ads "look to brand Fenway as a multigenerational place to go and celebrate family" (BOSTON GLOBE, 7/26).

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