Dodgers launch 'A Whole New Blue' campaign By Ken Gurnick / MLB.com | 02/19/2013 6:10 PM ET GLENDALE, Ariz. -- The Dodgers are capturing the revival of the franchise in their new marketing campaign, "A Whole New Blue," which has launched throughout Southern California. "'A Whole New Blue'" is more than a tagline or advertising campaign," said Lon Rosen, executive vice president and chief marketing officer. "It's a whole new way of thinking about Dodger baseball. It's about a new attitude embraced by the team that will be reflected in the fan experience at Dodger Stadium this season." The campaign encompasses print, digital, television, radio and out-of-home components and reflects the ambitious mission of new ownership to return the Dodgers to the forefront of the game through player acquisition, and enhance the fan experience with a $100 million upgrade of Dodger Stadium. The theme will also appear on game tickets, billboards and bus shelters. The concept was designed by Walton Isaacson, the team's new advertising agency, which will work with the Dodgers' marketing and advertising team to help execute all marketing strategies in 2013. "We're thrilled to be involved in the overall creation and execution of this statement campaign," said Aaron Walton, co-founder of WI. "The Dodgers have assumed an aggressive leadership position in Major League Baseball, sending a clear signal that they're willing to take every step possible to dramatically improve the team and heighten the adrenaline level at Dodger Stadium. We're confident that 'A Whole New Blue' will be the rallying cry for fans from Opening Day in April to a championship in October." __
A Whole New Blue Well it might be a good one. If Hollywood can't put something out that catches on and hits the nerve of the fans, then, who can? I just don't know if DBB is the guy to make it happen....but we'll see.
Not sure if any of you guys remember some of my posts during the early stages of the Guggenheim bid and eventual purchase etc. I wasn't sure all of what I was seeing in various non sport sources about what the moving parts were. It seemed like it could be something unlike the world of sports had seen before. Jerry Jones tried to take a major step in Dallas but Football is limited in home games and he screwed up his franchise. We may be on the verge of something very new and unique in the world of sports ENTERTAINMENT. We may be on the way to becoming the Disney of professional sports not just here but world wide. Players like Kemp, Kershaw, Gonzalez etc could be become marketing superstars making millions and building a net worth in the hundreds of millions plus from their non player income. A clean Ryan Braun would clean up as part of the entertainment marketing empire. We have complained that West Coast baseball has been neglected and players out there not gotten the press like East Coast players. This is all about to change and the center of baseball may well become California and Dodger stadium a vacation destination for folks nationwide.
DBB may be the guy to not get in the way of making it happen by creating drama and making himself the news and not his team and players. With the press we are and will be getting it would be to easy for a lot of managers to try to put more of the focus and accomplishment on themselves and not the players.
