Anaheim Angels – “Red Dawn” Campaign

187px-Los_Angeles_Angels_of_Anaheim.svgAfter years of failing to make the American League playoffs and sagging ticket sales, the Major League Baseball team then known as the Anaheim Angels decided to make some dramatic changes after the end of the 2001 season. Among those was a shift in the team’s visual identity and a change in its uniforms. The new look would incorporate components from its past while introducing a new and pronounced focus on the color red. Working with what was then Magnet Communications, our team was called upon to implement an aggressive introduction and outreach campaign to “re-introduce” the Angels’ new uniforms, colors and enthusiasm.

Drawing from the bold new emphasis on the color red, the theme for the campaign was “Red Dawn.” Set for the first week of January, the uniforms were introduced at a premiere-style “fashion show” at the main entrance to Anaheim Stadium. Current and former Angels’ players served as models and arrived in red vehicles – fire trucks, convertibles and red cars. They were escorted down a red carpet by members of the Angels’ “street team,” who modeled new red team merchandise. Along with media, the audience for the event included mayors from throughout Orange County, local community dignitaries and 1,000 students from four local elementary schools. The school children also enjoyed inspirational speeches from Angels’ broadcasters, players and manager Mike Scioscia. They later gathered to apply the first coats of red paint to the Big “A” message board in the parking lot. The event was intended to not only introduce the new look, but to reconnect the team with key constituents in the region.Angels Uniform-LAA

Red Dawn generated significant regional and national 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 an immediate boost to ticket and merchandise sales. Red Dawn was recognized by PRSA’s Los Angeles chapter as the Best Consumer Media Campaign Award and by the Orange County chapter with a PROTOS Award for the total program.

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