SPORTS MARKETING : Capitalizing on Team Spirit
ORIOLES POST SEASON
In celebration of the Orioles making it to the postseason in 2023 , and to leverage the extra eyes on Baltimore during this time , we promoted leisure travel to Baltimore on in-stadium signage , in radio ads and were featured prominently on a keepsake rally towel . Two sold-out games resulted in approximately 46K fans per game ( 92K total fans ) that received a commemorative towel and were exposed to in-park branding , highlighting the opportunity to come for the game and stay for everything else .
RAVENS IN THE UK
In October , the Baltimore Ravens flew across the pond to take on the Tennessee Titans as part of an initiative by the NFL to attract more international fans . Visit Baltimore capitalized on this London-based game and the many new audiences learning about Baltimore to target UK sports enthusiasts with out-of-home and digital ads encouraging holiday travel .
We ran a digital campaign during and after the Ravens game to raise awareness of Baltimore as a holiday destination for UK travelers . Specific activity around the football game helped to promote Baltimore to those already interested in or aware of the Ravens . Purely Capital Region ( Purely Travel ) was a partner on the campaign , driving traffic to their Baltimore landing page and Baltimore City Breaks page . The digital campaign resulted in over 2.5MM impressions and a total reach of 1.5MM people .
Additionally , leading up to and during the game , our partners at Brand USA ran “ Go to Baltimore ” transit ads that targeted American sports fans in the UK with a secondary audience of American / Maryland visitors to the UK for the game . The campaign garnered 1,562,178 impressions surpassing estimates by 13 %. Brand USA and the Ravens also hosted pub activations ahead of the game where Visit Baltimore provided Visitor Guides for distribution .
Back in the states , we targeted NFL viewers in New York City , Philadelphia and Washington , D . C . with our family friendly Your People Are Here TV ad . The commercial aired during and around the Ravens-Titans UK matchup . We also ran a highly targeted digital campaign with The Athletic that aligned with the fall football season and targeted users accessing Ravens content on the sportsfocused site . The digital campaign resulted in 389,725 impressions .
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