NEW YORK There are two directions marketers can go in the cluttered sports-sponsorship environment.
"You need to either create a mechanism to stand out, or you need to own something at the ballpark or the TV viewing experience. Whatever it is, you need something meaningful to stand out," said Tony Schiller, evp and partner of Paragon Marketing Group, Skokie, Ill.
Paragon client Continental Airlines will bring Yankee Stadium to Bryant Park in midtown Manhattan for a big-screen viewing party of the away game against the Baltimore Orioles on Tuesday, Sept. 27.
"Pinstripes in the Park" aims to raise awareness of the carrier's international routes and remind Big Apple denizens that its Newark Airport hub and New York are the same destination, said Schiller.
Yankee Legends will mix with the Bryant Park crowd, and international and domestic trips will be given away after every inning the Yankees score.
Support includes "Don't bring a glove, bring a blanket" ads in The New York Times and on phone kiosks, radio spots featuring Yankee Stadium announcer Bob Shepard, mentions on the Yes Network and guerrilla marketing.