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FOX, MLB Says This One Counts

By Jun 24, 2004

FOX Sports and Major League Baseball have partnered to create a multi-million dollar, multi-media promotional campaign designed to drive tune-in for the 75th Major League Baseball All-Star Game, which will be played July 13 in Houston.

The campaign, which features baseball stars in an election-year campaign trail, includes TV and print ads, radio spots and in-stadium signage. MLB has integrated the This One Counts tagline in various business initiatives and collateral materials.

The promotional platform for the campaign was created by MLB, and the ad campaign was developed by FOX Sports Marketing Group. The promo includes a humorous, election year concept in which some of the greatest American and National League players embark on the campaign trail, soliciting fan support along the road to Houston in vintage cars.

In addition to the on-channel broadcast and cable barrage, a comprehensive off-channel initiative is scheduled for the week leading up to the game, including the spots airing on a wide array of non-FOX cable channels, full-page ads in numerous major daily newspapers and consumer magazines, along with radio spots nationwide, all playing off the election theme. The TV ads also will appear on scoreboards in all 30 Major League ballparks.

MLB will be running the ads through July 13, and the 30 MLB clubs will support the campaign by running the ads in local TV and radio broadcasts and in-stadium from July 1-11.