ANDERSON carefully crafted a two-pronged strategic approach that would ignite the spirit of baseball enthusiasts while also encouraging people to discover and explore all that Goodyear has to offer. Capturing the necessary footage was a carefully-orchestrated, large-scale effort. ANDERSON meticulously planned and executed full-scale photo and video shoots at the stadium and other locations throughout the city. Baseball footage encompassed both Opening Day and other fan focused days, with fan interviews for testimonial content. City of Goodyear footage included hotels, restaurants, scenic destinations, and more. Once the footage was compiled and edited, carefully-placed motion graphics and dynamic music helped ramp up the hype—with one video being produced for each team and one for the City of Goodyear.

Media efforts included identifying high-impact broadcast opportunities and running the videos simultaneously for maximum exposure during the target months. Though the primary markets of Cleveland and Cincinnati were determined by fan base, ANDERSON also identified secondary markets for expanded reach. These cities included Chicago, San Francisco, Seattle, and Denver—cities known for their baseball fans who will travel for heightened sporting experiences.

Video channels included cable television, OTT & CTV digital videos, and YouTube. To actively encourage trip planning, all videos aired in the winter months (November, December, and January). This put Arizona’s beautiful, warm, sunny weather in stark contrast with that of other cities—and thereby encouraged trip planning. This also coincided with when Spring Training tickets were on sale. Digital and social media assets rounded out the media mix.