Florida Marlins Baseball
Ad Campaign
The Marlins came to my agency in 2002. They were dead last, and had been for several years. The press hated them. Fans had given up. But they had a new owner who wanted to turn things around.
The question was, “How do we position a team that everyone has given up on?” Advertising is all about making people believe something. What was there to believe? The answer was “Nothing." There were no promises. So we decided to take a rather radical track. We asked ourselves, “What would we say if we were the New York Yankees?” We developed all of our communications around the idea that the Marlins were not the worst team in the league, but the best team in the league. From pre-season through the first two months of play, the advertising had received almost as much attention as the team, and ticket sales were up 63%.
That year, the Marlins went on to win the World Series. Against the New York Yankees.
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