Arizona Office of Tourism
SPRING TRAINING
We remixed “Take Me Out to the Ball Game” to turn Spring Training into Spring Tourism.
Brand and Creative Strategy, Copywriting and Concept Development, Video Production, Graphic Design and Art Direction, In-Stadium Activation, Social Media Strategy and Content Production
The Challenge
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."
How do we convince both out-of-state travelers and in-state residents to extend their stay beyond the innings and explore some of Arizona’s amazing outings?
The Solution
Enter: “Meet Me After the Ball Game,” With original lyrics and choreography that paired baseball spirit with Arizona adventures, the campaign reframed Spring Training as only the opening act of a larger Arizona experience.
The Hero Video
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
