Case Studies

It’s not easy to improve upon one of the most recognized brands in baseball history. The Boston Red Sox have no problems with brand awareness or understanding what the brand stands for. However, with a myriad of projects pulling the brand in several directions at once, the team found it difficult to keep the brand focused. So they asked CTP to provide context for the brand in the team’s communications, giving it a unified voice across its varied in-game promotions, charitable causes, league events and other important initiatives.

Insight

Excitement for the 2011 season was tepid in light of the disappointing early playoff-exit during the previous season. In 2010, the team was saddled with significant injuries, TV ratings were down, and the excitement and passion we’ve come to expect from Red Sox Nation was low. Had the Fenway Faithful lost their faith?

Solution

In order to boost morale and inspire Red Sox Nation, CTP conceived the “We Won’t Rest” campaign, an emotionally driven conceptual platform that highlighted the team’s preparation, dedication, work ethic and commitment to success.

We began our efforts by filming the team during key off-season player signings and throughout the spring training season, utilizing TV, print, radio, the web and PR efforts to present unified messaging regarding the team’s commitment to success. Through rich visuals and a moving score, our TV spot established the emotional benchmark for the campaign. Print executions were run throughout the New England market to promote pre-sale ticket opportunities and off-season events.  In-stadium elements were created, including gate and restroom posters, video board executions and premium seating flyers. Radio spots promoted regular season ticket sales and generated excitement surrounding new player signings and individual events. Our PR team worked with the Sox to engage the fan base and the broader community beyond the sports pages. We told unique stories and connected with our audience through successful blogger outreach, social media engagement and traditional media relations.

Throughout the remainder of the year, the campaign was continually evolving to highlight specific plays or players that epitomize the “We Won’t Rest” mantra. In total, we produced 10 unique TV executions throughout the season.

Results

Our initial campaign in 2008, entitled, “Here”, was voted the #1 marketing effort in Major League baseball that year. In 2010/2011, with the help of our “We Won’t Rest” campaign, the Red Sox were able to achieve these incredible results: