Monday
Sep202010

Turner's Campaign For 2010 MLB Post-Season Goes Under(Ground)

Subway riders in New York will get up-close and personal with Turner's MLB post-season ad campaign. (Photo: CBS Outdoor Group)September 20, 2010: Turner Sports has added an underground element to its growing multi-media campaign to support coverage of the 2010 MLB post-season. TBS, which this year is the exclusive TV home of all four of MLB's division series and the American League Championship Series, has worked out a deal with the Metropolitan Transportation Authority to take the campaign driectly to subway riders in New York City.

Beginning Sept. 20, the “Never Miss a Moment” campaign features the "takeover" of the highly trafficked Times Square/Grand Central Shuttle subway line. The effort includes ads at the subway stations at both ends, and sponsored video screen footage and sports-themed head-to-toe wrapped design on the trains themselves. The effort will drive awareness for TBS’s exclusive coverage of the division series starting Oct. 6, followed by the ALCS on Oct. 15.

Among the MLB players being featured are Derek Jeter and Jorge Posada of the New York Yankees, Evan Longoria of the Tampa Bay Rays (who are in New York to play the Yankees in a four game series Sept. 20-23), Minnesota Twins catcher Joe Mauer and Cliff Lee of the Texas Rangers. Video screens within the subway car will feature up-to-date information on match ups.

“Post-season in New York is always a big moment for sports fans, and this is an opportunity to excite the local fan base and launch a campaign that highlights iconic players in local markets,” Christina Miller, svp-strategy/marketing/programming for Turner Sports, said in a statement.

The 2010 post-season campaign is also expanding nationally to include TV, radio, outdoor, print in USA Today and Sports Illustrated, online promotion on Yahoo! MLB, such social media destinations as Facebook and Twitter and a microsite at MLB.com.

In addition, TBS has joined with musician Kid Rock to use his song, “Born Free,” as the backdrop for its MLB playoff campaign. CBS Outdoor is handling the New York subway signage.

“The MTA is creating new, dynamic advertising opportunities utilizing the latest technology to both increase ad revenue and communicate better with our customers,” MTA chairman and CEO Jay Walder said in a statement. “Inviting advertisers to “wrap” entire trains and the use of digital displays will generate a buzz among customers and advertisers alike.”

According to Jodi Senese, evp-marketing, CBS Outdoor, "We're very pleased to be working with Turner and the MTA in this creative out-of-home campaign promoting Major League Baseball. Utilizing both traditional transit messaging with more advanced digital signage, like video screens in the subway cars, CBS Outdoor has crafted a unique, lively promotion that demands your attention."

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