Ready to 'Enjoy the Show'? MLB gears up with new campaign
It’s almost time to Enjoy the Show.
That’s the message Major League Baseball is sending out with its new season-opening marketing campaign, which launched this week.
“The whole purpose of the campaign is just to build awareness for the season,” said Karin Timpone, MLB’s executive vice president and chief marketing officer. “It's exciting to be able to do that.”
The campaign debuted Tuesday at the league’s Innovation and Fan Engagement Showcase, an event held at MLB’s headquarters in New York City.
The first “Enjoy the Show” spot features American League Most Valuable Player Shohei Ohtani, though future spots will celebrate all elements surrounding the game, including its young stars, one-of-a-kind ballpark experiences, mascots, music and more.
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Tuesday also marked the official launch day for MLB The Show 2022, which features Ohtani on the cover.
“Enjoy the Show” will be more than a national campaign, as MLB plans to work with all 30 clubs in an effort to regionalize the tagline, highlighting the best stories in the game throughout the 2022 season.
“We like this idea of real-time creative; moving at the speed of sport,” Timpone said. “Finding things that are happening with the fans, on the field, with the players.”
“Enjoy the Show” also hits the road in the form of a 10-city tour as MLB brings the ballpark experience to special fan events at local neighborhood parks around the country. The tour began Tuesday in Dallas, Kansas City and Miami, while other stops this week will include Atlanta, Baltimore, Houston, Washington D.C., St. Louis, and San Francisco.
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The final stop on the tour will be Thursday at MLB’s headquarters in New York, where MLB will have a fan photo opportunity to celebrate Opening Day outside the plaza across the street from Radio City Music Hall on 50th Street and Avenue of the Americas. The league will also host an influencer content event to launch the season, featuring creators including Laurence Marsach (@larryjamel), Natalie Rose (@nnapples), Kate Bartlett (@katebartlett), Greg Grippo (@greggrippo), Jeremy Jacobowitz (@jeremyjacobowitz) and Marc Luino (@giraffeneckmarc), a group Timpone said was “handpicked to come and help tell stories.”