El-Paso-Chihuahuas
Challenge
To lead the advertising and public relations efforts to bring a Triple-A Baseball team to El Paso. It was one of the most contentious political issues in the City’s history: first, as part of a bond issue, and then tearing down El Paso’s City Hall and building a new ballpark in the middle of the City’s downtown.
Solution
MBP took the lead in every segment of getting the team here, designing the aesthetics of the ballpark, working with California-based Brandiose to develop the team name and logo, managing the launch event, and finally helping to create and stage Opening Day. GROUNDBREAKING To begin, MBP and Rave marketing, our event and street team partners, organized every aspect of a massive groundbreaking ceremony to include MBP, MiLB, City/County Officials, VIP’s, Little league teams, and the general public. We produced signage tickets, fan giveaways, even the custom baseball bat shovels used for the official groundbreaking photo. We coordinated this entire event, bringing together a City in support of the downtown Ballpark project. Throughout the construction process, keeping El Pasoans informed was critical. We conducted meetings weekly to update the media and general public. MBP prepared all media alerts and meeting agendas to ensure clear and cohesive communication. BALLPARK EXPERIENCE MBP played a vital role in carrying the brand experience throughout the Ballpark. We worked with the team owners to name and design the restaurants, hospitality areas, team shops, season ticket holder sections, suites, club area, and even the Park’s signature Clock Tower. NAMING THE TEAM The team name was chosen to be the El Paso Chihuahuas, not a fan favorite at first. Our task was to introduce the team, its logo, tagline, mascot, and brand in a powerful, exciting way to create and keep the Chihuahuas’ unique image and messaging on target. We continue that effort every season.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.