Anaheim Angels – “Red Dawn” Campaign
SITUATION
The Los Angeles Angels of Anaheim (formerly known as the Anaheim Angels) baseball team ended the 2001 season mired in a major slump. They hadn’t made the playoffs in 12 years and ticket sales were down 10%. The Angels decided to change their visual identity in 2002 and begin an aggressive community outreach campaign. Scott Smith and our team were selected to coordinate what would become, “Red Dawn.”
IMPLEMENTATION
Red Dawn was a thematic series of activities to draw attention to the Angels’ new look during the January ticket-selling season. The theme was developed to reflect the flavor and feel of the launch of the Angels’ new red uniforms and logo. Red Dawn events ranged from a red-themed fashion show with real Angel players as models, to a breakfast at Angel Stadium with Orange County mayors, to 1,000 local 6th graders painting the stadium’s big “A” sign. The goal of the program was to sell tickets and to re-connect with key important contact points (media, elected officials, season ticket holders, schools) in Orange County.
RESULTS
Red Dawn generated significant media coverage, including TV segments on seven local Los Angeles stations and ESPN’s Sports Center, and stories and photos in local daily and national sports sections. Recognition of the event and of the new identity led to a “rush” on ticket and merchandise sales. And while our team cannot take credit for the Angels winning their first World Series later that season, the Red Dawn event did help Westbound win the Best Consumer Media Campaign Award from the Los Angeles PRSA and the PROTOS Award from the Orange County PRSA.
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