In 2016, MLB brought the All-Star Game back to San Diego. But in the 24 years since the city last hosted, the event had grown from one game to an entire week of activities. That meant we had to get a ton of messages out to the world. Our challenge was to draw attention and drive attendance for All-Star events during San Diego’s busy summer.
We used our strong media relationships to get major coverage. Local, national and feeder market media attended events and captured the excitement. Like a laser, we targeted other outlets with specific storylines. Our integrated team created breakthrough, news-generating ideas including “Enshrine Mine”—a nationwide social contest to retire a top baseball fan’s jersey.
We went big, garnering features in national, regional and local outlets. Attendance at All-Star events, including FanFest, blew past expectations. It’s no surprise; after all, we had booked 160+ TV segments, and secured more interviews with MLB legends than any All-Star Game. “Enshrine Mine” even went international when the Armed Forces Network broadcast it to troops overseas.