“This is a Tribe town,” will be the theme of the of the Cleveland Indians’ 2013 brand campaign, the first installment of which the team released Friday morning. Replacing the two-year run of “What If?,” The campaign features a series of videos of Tribe players and personalities detailing why they’ve chosen to join or remain a part of the organization and the city of Cleveland.
In the first installment, new manager Terry Francona, whose father, Tito, played for the Indians from 1959-1964, details how his passion for the Indians, their fans and the city played a vital role in his decision to return. The campaign also will appear in television, radio, print, online, and out-of-home advertising.
“I spent the first six years of my life here, going to the stadium with my dad: cheering for the Tribe, cheering for Cleveland,“ Francona says in the video, which can be viewed at Indians.com. “This is a town that doesn’t give up. Being a Cleveland sports fan takes resilience. The passion is real. The fans are real. Cleveland is a Tribe town. ”
Subsequent iterations of this campaign will feature radio voice Tom Hamilton, first baseman Nick Swisher, bench coach Sandy Alomar Jr, and outfielder Michael Bourn. The team claims that the unveiling of the new brand campaign comes amid “heightened attention spurred by the team’s active offseason — specifically the acquisitions of Swisher and Bourn — which significantly improved the 2013 team.” Said attention has reportedly resulted in increased ticket and merchandise sales, and jumps in traffic on Indians.com and the Indians’ social media channels.
“’This is a Tribe town’ captures perfectly the passion we feel for our fans and the community we serve,” Indians president Mark Shapiro added.
[Related: My (Limited) View From Goodyear]