ZEPPELIN PITCHING FOR MAJOR LEAGUE BASEBALL
By Adnews Staff
Major League Baseball in Canada is using a Canadian agency for the first time. The organization recently handed its advertising and sponsorship account to Zeppelin Communications of Toronto. The agency won the business after MLB spoke with several other agencies. Zeppelin president and creative director Robbie Goulden told Adnews last week that MLB decided to hire a Canadian agency this year because it wants to be more aggressive in its marketing efforts. Baseball has been in a slump when it comes to fan support because of the baseball strike a few years ago. Last year really turned things around, Goulden said. All kinds of baseball records, including the home run record, were broken, and fan attendance "went through the roof." Zeppelin will launch its first campaign for MLB prior to spring break using TV, radio and print ads.