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FCB Worldwide uses the Detroit Tigers’ new home, Comerica Park, as the linchpin for the baseball team’s new advertising campaign.
The campaign is meant to build anticipation for the first season at the multimillion-dollar ballpark. Three spots, which broke last week, will air for six weeks on regional TV and cable. Companion print, outdoor and radio executions will break over the next several weeks.
The campaign introduces the tagline: “You’ll love playing here,” and includes a countdown that alerts the viewer to how many days are left before opening day on April 11.
The 30-second spots play up the ballpark’s construction, which included work that lasted all winter.
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