[Arizona Office of Tourism]
Spring Training
Brand and Creative Strategy // Copywriting and Concept Development // Video Production // Graphic Design and Art Direction // In-Stadium Activation // Social Media Strategy and Content Production
[Background]
Every spring, over 1 million fans flock to Arizona for baseball. But what happens after the final inning? For too many, the answer is "back to the hotel." In 2024, the Arizona Office of Tourism (AOT) saw the opportunity to change the game script. With stadiums prepped and weather perfect, Spring Training was ripe for a remix.
[Challenge]
Arizona’s Cactus League may attract massive crowds, but the impact of those visitors was limited by short trip durations, drop-off in engagement after game time, and regional travel silos. The challenge? Extend the narrative and the stay.
The campaign needed to inspire out-of-state baseball fans to go beyond the bleachers and explore statewide experiences, while also encouraging locals to rediscover springtime adventures at home.
[Insight]
Everyone knows the anthem. "Take Me Out to the Ballgame" is in America’s unofficial soundtrack. So we asked: what if Arizona had the nerve to rewrite it? By hijacking nostalgia and giving it a fresh spin, we could reintroduce the state in a way that felt both familiar yet totally unexpected. Baseball would bring people together. But Arizona would give them more reasons to stay.
[Solution]
Enter: “Meet Me After the Ball Game,” a playful, theatrical reimagining of the iconic baseball anthem. With original lyrics and choreography that paired baseball spirit with Arizona adventures, the campaign recast Spring Training as only the opening act of a larger Arizona experience. From hiking trails and spa days to desert golf and vibrant nightlife, the campaign invited fans to turn innings into outings across the state.
The Hero Videos
A 30-second musical spot set to original lyrics, choreographed to showcase the rhythm of spring in Arizona.
In-Stadium and OOH
Custom stadium signage, digital boards, PA reads, and column wraps welcomed fans at airports and hotels.
Print and Collectibles
Custom-designed collectible baseball cards were handed out at games — each with QR codes unlocking travel itineraries, tips, and local experiences.
Social and Web
Meta ads, Google search/display, and a landing page drove deeper discovery. YouTube pre-roll and CTV added scale and visibility.
A Spring Training-specific landing page housed curated experiences, tying all activations back to travel planning.
[The Results]
+43.9% YoY lift in Spring Training LP traffic