Monday, November 23, 2009

ESPN Deportes unveils campaign for Dominican League B-Ball

Just as the season of Major League Baseball comes to a close, ESPN Deportes has launched its coverage of winter baseball from the Dominican Republic with a new campaign. Dubbed, “Durante el invierno el béisbol viaja al Caribe,” (During winter, baseball travels to the Caribbean), the campaign trails baseball as it travels south with ESPN Deportes as the winter baseball season returns yet again to the network. The campaign features animated spots highlighted by a winter baseball themed ‘flight to the island’ and baseball terminology, identifying that the ultimate destination for winter baseball coverage can be found only on ESPN Deportes.

In many Hispanic communities, Baseball is more than just a sport; it is part of their heritage. As the winter approaches, Caribbean communities, mainly on the east coast, begin to think about the traditions they shared back home, where the weather is warmer and baseball is part of their childhood. So through this campaign, ESPN Deported is transporting Caribbean fans back to their hometowns for just a few months and this campaign plays on the communities desire to go home for the holidays.

The TV and radio spots feature the voices of Carolina Guillen, host of the network’s weekly baseball show Béisbol Esta Noche as a flight attendant and Dominican Hall of Fame pitcher Juan Marichal along legendary baseball commentator Ernesto Jerez, as captains of the flight. The print creative also reflects this ‘travel’ theme. The designs feature an airline ticket and a safety aircraft card which highlight the message of the campaign as well as contain network tune-in information.

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