2026 SPRING TRAINING AND TOURISM CAMPAIGN

2026 Spring Training and Tourism

Campaign

Each spring, thousands of fans travel from key Midwest markets to Goodyear, Arizona, the Major League Baseball’s spring training home of the Cleveland Guardians and Cincinnati Reds. While the draw of baseball is undeniable, Goodyear offers far more than game-day excitement, with scenic desert landscapes, outdoor adventure, dining, and a relaxed, family-friendly atmosphere.

Following successful previous campaigns, the opportunity for FY26 was clear: evolve Goodyear’s positioning beyond simply a spring training host city and reinforce it as a more relaxed, family-friendly alternative to other crowded, higher-priced spring training destinations. From there, we focused on refreshing the campaign to drive game attendance, increase broader visitation and economic impact, and encourage visitors to experience more of what Goodyear has to offer beyond the ballpark.

What We Did

STRATEGY

ACCOUNT PLANNING

MEDIA

Digital

Creative

Solution

To bring this vision to life, ANDERSON developed an integrated campaign built around a single, unifying idea: Spring Starts Here.

This platform positioned Goodyear as both the start of baseball season and the start of something bigger: a super fun, extremely rewarding spring getaway.

UNIFIED CREATIVE PLATFORM

“Spring Starts Here” served as the narrative across both the Tourism and Spring Training campaigns, allowing us to seamlessly blend two objectives into a cohesive story. The creative leaned into contrast—gray skies vs. sunshine, cold days vs. game days—inviting audiences to trade winter for warmth, energy, and experience.

Refreshed visuals and a bold, colorful design brought the campaign to life. Animated typography, movement-driven graphics, and upbeat, high-energy music highlighted Goodyear’s full range of offerings.

From golf and hiking to dining, drinks, and game-day moments, each execution captured a “day in the life” feeling that was immersive, upbeat, and easy to envision.

REFRESHED VIDEO & CONTENT SYSTEM

Working with existing footage, we reimagined all video assets with new scripts, pacing, graphic treatments, and music. Spring Training creative focused on the emotional core of the experience (fans, families, traditions, and unforgettable moments), while Tourism creative expanded the narrative to show everything that happens before and after the game.

Tourism Video

Spring Training Video

INTEGRATED MEDIA

Here, we leveraged a funnel strategy to guide the target audiences from awareness (tickets are on sale and your favorite teams are in Goodyear) to decision-making (buy tickets and travel to Goodyear). Both the Tourism and Spring Training campaigns launched simultaneously in late November to build interest and give people time to make travel plans before Spring Training began. Tactics included Multi-screen video, YouTube, Meta, and Cross-device Display, all focused on Goodyear’s team markets of Cleveland and Cincinnati with specific interest-based targeting layered in.

Our robust social media and digital marketing strategy extended the creative messaging across sharable platforms, ensuring it could be viewed, liked, loved, and shared by fans and travel enthusiasts alike.

Results

CAMPAIGN DATES

TOURISM: NOVEMBER 24, 2025 – MARCH 22, 2026

SPRING TRAINING: DECEMBER 8, 2025 – FEBRUARY 22, 2026

The FY26 campaign delivered significant year-over-year growth across awareness, engagement, and high intent actions, demonstrating the power of a unified platform and full-funnel execution.