ESPN Deportes unveils marketing campaign for 2009 Dominican League Baseball.

Just as the season of Major League Baseball comes to a close, ESPN Deportes launches its coverage of winter baseball from the Dominican Republic with a new marketing campaign.   Tagged, “Durante el invierno el béisbol viaja al Caribe,” (During winter, baseball travels to the Caribbean), the campaign trails baseball as it travels south with ESPN Deportes as the winter baseball season returns yet again to the network.  The campaign features animated spots highlighted by a winter baseball themed ‘flight to the island’ and baseball terminology, identifying that the ultimate destination for winter baseball coverage can be found only on ESPN Deportes.
 
In many Hispanic communities, Baseball is more than just a sport; it is part of their heritage.  As the winter approaches, Caribbean communities, mainly on the east coast, begin to think about the traditions they shared back home, where the weather is warmer and baseball is part of their childhood.  It is this time of year that ESPN Deportes connects to a unique fan, not the one raised on the big leagues, but the one raised on the love of the game.  Through this campaign, the network is transporting Caribbean fans back to their hometowns for just a few months and this campaign plays on the communities desire to go home for the holidays.
 
The TV and radio spots feature the voices of Carolina Guillen, host of the network’s weekly baseball show Béisbol Esta Noche as a flight attendant and Dominican Hall of Fame pitcher Juan Marichal along legendary baseball commentator Ernesto Jerez, as captains of the flight. The print creative also reflects this ‘travel’ theme. The designs feature an airline ticket and a safety aircraft card which highlight the message of the campaign as well as contain network tune-in information. Produced by ESPN Deportes and its creative agency LatinWorks, the campaign will feature television, print, radio, and online support.  Local radio, print and non-traditional executions will be targeted in New York City, Miami, Orlando and Tampa, with New York’s Washington Heights’ community receiving extra attention. This creative campaign is designed to attract viewers to watch the best of winter baseball from back home while keeping the true sport fan’s passion for baseball burning. 
 
“ESPN Deportes continues to be the home of baseball all year long,” said Maribel Viteri, marketing director for ESPN Deportes.  “Our strategy for this campaign is to remind the fans of the network’s commitment to continue to bring them sports from back home, all while connecting viewers to the brand.”
 
Street teams will infiltrate the streets of Washington Heights the weekend of November 21st using a guerrilla marketing approach with creative elements in line with the advertising campaign.  Driving Segways around the area, the street team consists of women dressed up as flight attendants with baseball team logos on the caps and men with Dominican baseball uniforms.  The street teams will encourage fans to jump “on-board” and travel with ESPN Deportes to follow the winter baseball season.  Branded items such as travel tags and faux airline tickets complete with information of ESPN Deportes’ coverage of the Dominican Baseball will be distributed in the community to help create a buzz.
 
“ESPN Deportes challenged us to find a way to connect with both hardcore and casual baseball fans with the goal of increasing awareness and ratings throughout the season, leading up to the Caribbean Series,” said Jaime Gonzalez-Mir, Group Account Director for LatinWorks.  “For this effort, we wanted to show fans that baseball doesn’t end in October and that they can still see top-notch baseball with current and future MLB stars throughout the winter. Additionally, our creative team wanted to reinforce that ESPN Deportes’ on-air talent are baseball experts who share the same passion as the fans watching at home.” 
 
As part of the ESPN Deportes’ efforts to promote the Dominican baseball season, the network also launched an exclusive theme song called El Rey de la Pelota, written by Leonte Landino and performed by Hector Acosta ‘El Torito.’  The merengue song is inspired by the passion Dominicans have for their baseball and ESPN Deportes’ commitment to their audience and their culture. 
 
Dominican baseball-related content will be featured across ESPN Deportes and ESPNdeportes.com. ESPN Deportes will feature the return of the network’s renowned group of Dominica baseball commentators.
 
The Dominican Baseball League consists of six teams: Águilas Cibaeñas; Azucareros del Este; Estrellas Orientales; Gigantes del Cibao; Leones del Escogido; and Tigres del Licey. Each team plays a 50-game schedule, with the top four teams advancing to the playoffs. The titleholder then goes on to represent the Dominican Republic in the Caribbean Series.  Notable players include: Juan Marichal, Manny Ramirez, David Ortiz, and Jose Reyes. 
 
Commentator Lineup

Kevin Cabral, play-by-play commentator
One of the most respected sportscasters in the Dominican Republic, Cabral returns for his third consecutive season of the Dominican Baseball League. Cabral started his broadcasting career in 1983 as the host of the radio program Frente al Deporte. In 1986, he began what would become an 18-year stint as a television commentator and announcer for Major League Baseball games on the regional channel Circuito del Cibao.
 
Ernesto Jerez, play-by-play commentator 

A native of Santiago, Dominican Republic, Jerez joined ESPN in 1995 as a baseball announcer and has become the signature voice for the company’s Spanish-language Major League Baseball games. He primarily serves as game announcer during ESPN’s Spanish-language Sunday Night Baseball telecasts.  Known to viewers for his famous home run call, he also regularly contributes to SportsCenter, ESPN Deportes Radio and ESPNdeportes.com.
 
Carlos Jose Lugo, sideline reporter 

Lugo brings vast baseball knowledge and more than 17 years of broadcasting experience in radio, television and print media to his role as field reporter for ESPN Deportes’ telecasts of the Dominican Baseball League. Lugo launched his broadcasting career in 1987 as an MLB analyst on Radio Dial in San Pedro de Macorís, Dominican Republic. He is a familiar voice on radio, known for his work as a sports commentator and MLB analyst for 103-FM, Radio Continental and Radio Clarín, and Rumba FM (98.5).
 
Juan Marichal, analyst
San Francisco Giants great and Hall of Fame pitcher Juan Marichal returns for his third consecutive winter baseball season.  Marichal, the only Dominican-born player in the Hall of Fame, started his career with Dominican League’s Leones del Escogido. The high-kicking right-hander made his Major League Baseball debut against the Phillies in 1960, finishing his first game with a one-hitter, striking out 12 in a 2-0 victory. Marichal won 243 games, was named to nine All-Star teams and was named the All-Star Game’s Most Valuable Player in 1965.
 
To view 2009-2010 Dominican Baseball Schedule on ESPN Deportes CLICK above on ‘More Images’.