3/7/2013 11:15 A.M. ET
Chicago Cubs Launch New Marketing Campaign Featuring Authentic Fan Stories
Campaign Honors Commitment Of Chicago Cubs Fans And The Organization’s Commitment To Building A World Series Champion
By / MLB.com
The Chicago Cubs and Schafer Condon Carter (SCC) have launched a new marketing campaign that honors the unrivaled dedication of Chicago Cubs fans and the team’s commitment to ultimately reward the most loyal fans in sports with a World Series Championship.
The “Committed” campaign launches in conjunction with the beginning of Cubs single game ticket sales this Friday at 10 a.m. CST. Creative spots feature authentic stories from actual Cubs fans, including Jeff and Jessi Galbraith, a couple from Indianapolis who got engaged at Wrigley Field; Adam Weiler of Chicago, who triumphed over his wife’s efforts to raise their son as a Brewers fan; and David Eagan, a South Side security guard who proudly sports a tattoo of a Cubs logo and Ron Santo’s signature on the back of his head.
Various print, online, radio and out-of-home advertisements will begin appearing in the Chicagoland market this week, including CTA Red Line, Blue Line and Brown Line platforms, and billboards on major highways and streets throughout the city. Starting in April, a second promotional phase will include television spots illustrating fan and player commitments to the Chicago Cubs, as well as an online and social media campaign inviting fans worldwide to share their stories through videos, photos or essays. Michael Walters Advertising serves as the team’s media buying agency for the campaign.
“The Chicago Cubs and Cubs fans are solidly committed to each other as we embark on the most remarkable journey in all of sports – winning a World Series at Wrigley Field,” said Alison Miller, senior director of marketing, Chicago Cubs. “This campaign showcases the emotional connection of our fans who are part of that journey, and the Cubs’ commitment to building a championship-caliber organization from top to bottom.”
“This has been a dream assignment for our agency,” said David Selby, president and managing partner of SCC. “The emotional relationship that exists between the Cubs and their fans is truly unique, and our campaign celebrates this mutual commitment by telling the remarkable stories of real fans with humanity, humor and authenticity.“
The “Committed” campaign marks the second creative project with the team for SCC, who helped launch the Cubs Holiday Ticket Pack using Chicago Cubs players in holiday-themed advertisements.
This story was not subject to the approval of Major League Baseball or its clubs.