Insider’s peek: photos, billboards are front and center as Astros reveal their Root! Root! Root! campaign.
Emphasizing the Astros’ passion for baseball and the importance of supporting the home team, the Astros rolled out their Root! Root! Root! 2012 marketing campaign on Monday.
Here is an example of the billboards you will see around Houston this season…
…and the wallscapes that will adorn Minute Maid Park:
Root! Root! Root! is based on the classic song “Take Me Out to the Ballgame,” played in every Major League ballpark during the seventh-inning stretch. Additionally, the Astros have launched a Spanish campaign to accompany the English version, entitled, “¡DALE! ¡DALE! ¡DALE!”
The campaign emphasizes the enthusiasm and passion for baseball shared by the Astros new ownership group led by Jim Crane and also encourages fans and the city to support the home team. The campaign will also reflect the excitement surrounding the 50th anniversary of the ball club and what it means to the fans, the city of Houston and throughout Major League Baseball.
In the upcoming weeks, the Astros will promote the ROOT! ROOT! ROOT! campaign in a variety of ways, including social media, in print, through email campaigns and on billboards, radio, t-shirts, wallscapes, pole banners and columns.
While we’ll refer to the campaign with exclamation points when we’re writing about it (Root! Root! Root!), the billboards and printed material will use periods (Root. Root. Root.). I really like the look of the billboards using the periods — it’s subtle yet bold, and has a definitive meaning that conveys two messages important to the Astros: they have a young team with likable players, and their ballpark, still one of the premier stadiums in baseball, is a great place to take in a game.
To enhance that message, the Astros introduced several fan-friendly gameday initiatives a while back, designed to engender good will with the fan base. These include allowances to bring food and water into the ballpark, and cheaper beer and ticket prices.
I’ve heard from a lot of you on the campaign already. What about the rest of you? Like? Dislike? Somewhere in between?