We organized a grassroots campaign for Major League Baseball to bring “America’s favorite pastime” to Europe. One of the campaign’s main initiatives, the MLB Roadshow, enabled kids and adults to experience the thrill of the game in some of the most famous city squares. As the league’s agent for the market, we handled all aspects of the campaign including the planning, management, marketing, design, public relations as well as sponsorship, TV rights and licensing procurement.
Consisting of eye-catching inflatable attractions, event modules and entertainment tents, the MLB Roadshow is an interactive festival with the capacity to transform city centers into miniature baseball arenas in no time. To ensure an outstanding impact for the client, participants and sponsors, we procured only the best locations, such as the Potsdamer Platz in Berlin, the Odeonsplatz in Munich and Trafalgar Square in London.
Marketing, celebrity visits, mascots, music, media partnerships and brand tie-in promotions were key elements to the MLB Roadshow’s success. Mike Piazza and Snoopy were among the many celebrities we recruited. Sponsors such as Burger King, Chevrolet, Karstadt, Marriott Hotels, McAfee, New Era and Nike actively promoted the tour via their channels. Outdoor, print and online marketing brought out the fans. Television and radio stations aired live reports directly from the events.