Red Sox Channel Team's Memorable Moments For New Ad Campaign
Red Sox fans will be asked to pick the most memorable moment in team history in a campaign that breaks tonight from Boston agency Conover Tuttle Pace. The “Moments" campaign uses Boston fans, along with celebs like former Red Sox players Jim Rice and Luis Tiant, Dodgers manager Joe Torre, Hockey HOFer Bobby Orr and actor Denis Leary to discuss the historical highlights. Red Sox fans will be asked to vote for their favorite moment at www.redsoxnation.com, and their favorite moment will be made into yet another ad. The TV and digital campaign debuts during tonight’s Twins-Red Sox telecast on NESN with Dave Roberts’ steal of second in the 9th inning of Game 4 of the '04 Red Sox-Yankees ALCS. Roberts will be honored during tonight’s pregame ceremony when the spot will be played, and he will throw out the first pitch. Other featured moments will include Carlton Fisk waving his home run fair in the '75 World Series; the final outs of the '04 and '07 World Series; Jim Lonborg’s final out for the '67 “Impossible Dream" Red Sox; Curt Schilling’s bloody sock game during the '04 ALCS; Dave Henderson’s homer in the '86 ALCS; Pedro Martinez’ six no-hit innings in relief during the '99 ALDS; David Ortiz' walk-off hit in the '04 ALCS Game Five; and Tom Brunansky's catch that ended the game and secured the AL East title in '90. “We were looking for a way to celebrate Red Sox history, maybe build some web traffic, and this was a year we needed something that was all about grass-roots and back-to basics," said Red Sox Exec VP and Chief Sales & Marketing Officer Sam Kennedy. Conover Exec Creative Dir Grant Pace added, “We were trying to celebrate Sox fans’ devotion and we thought using fans to tell the story was the best way" (Terry Lefton, THE DAILY).
ON THE HOT SEAT? In Boston, Johnny Diaz notes while the ads are "not necessarily aimed at selling tickets," Red Sox officials admit that they are "aware of how a weakening economy can discourage even the most passionate sports fans." The Red Sox currently hold the MLB record with 476 consecutive sellouts, but they are "losing corporate sponsors and selling fewer premium seats," all while ratings for regular-season games on NESN dropped 30% last season from '07. Harvard Business School professor Stephen Greyser believes the ad campaign could be an attempt to "revive interest in the team as other Boston professional sports teams command more headlines." Diaz notes the new effort follows last year's "Here" promotions, which branded Fenway Park as a "place for families." The ads for that campaign are still running (BOSTON GLOBE, 4/21).
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