Baseball fans across Europe are gearing up to cheer as the Major League Baseball (MLB) World Tour: London Series 2023 returns this summer. In the year After a successful debut in 2019, the much-anticipated event returns to London Stadium on June 24-25, when the St. Louis Cardinals and Chicago Cubs – whose rivalry spans more than 130 years – compete in two regular season games.
VCCP Media has partnered with CSM Sports & Entertainment (CSM) and MLB to launch a 360 campaign for broadcast and addressable TV, BVOD, DOOH and paid social activity.
The campaign creative, developed by CSM, shows how fans can get a chance to enjoy a real ballpark experience in the United States with high-intensity action and entertainment in London this summer.
To bring this experience to life, the campaign is being led in partnership with Sky, which will see a 30-inch TV spot shown nationally on Sky and BT Sport in April alongside marquee sporting events. This is supported by Sky’s One Campaign solution, delivering event-viewers across London and the South East via AdSmart, BVOD and Advance.
To increase reach and rank, the campaign includes full-motion digital outdoor screens targeting key London Underground stations such as Piccadilly Circus and Leicester Square, which coincide with major events in the capital.
The campaign’s 30-inch film depicts the excitement of Major League Baseball, shooting shots at London’s Olympic Stadium and the crowds who come to watch the game. A variety of ‘unbelievable’ shots can be seen along with spectacular balls and crowds of people enjoying the games. “Experience the thrill of Major League Baseball this summer,” it ends with a voiceover. Joyful music adds to the excitement alongside the sound of the crowd. The film is designed to create buzz and attract people to the games.
An ongoing digital partnership with JOE Media, led by co-produced content production during the 2022 MLB World Series, will further enhance the experience for fans as baseball makes its spectacular return to London.
Andy Owen, Managing Director – Major Events, CSM, said, “The MLB World Tour: London Series 2023 promises to be a spectacular event with a packed house at London Stadium watching one of baseball’s most intense and historic rivalries. CSM is proud to have developed the innovation, and to highlight the campaign we will work with MLB and VCCP Media to create another historic series in London and the excitement of the opening.
Tara Marrs, CEO of VCCP Media, said: “We are delighted to launch this multi-channel AV campaign to promote the London Series and celebrate the return of the iconic event to the UK. They showcase the type of brands and partners we love to work with, creative and passionate teams that collaborate with challenging minds like media owners, CSMs and MLB.