Indians Selling Nostalgia, History

Indians Selling Nostalgia, History

Published Apr. 4, 2011 8:50 a.m. ET

The Cleveland Indians announced earlier today that they are trotting out a new advertising campaign built around their "brand vision", which is the following:

Creating Memories. Connecting Generations. Celebrating Families.

The emotional new campaign, which will appear via a series of TV spots, relies heavily on nostalgia for the 1990s and 1940s, and tugs at fan memories of better times. There is little mention of squads from the 1970s and 1980s, an era which the current team most closely resembles.

The marketing approach is a canny one on the part of the Indians and their partners at the Magid Media Group. If the present isn't the most promising, and the future is uncertain, then... sell the past.

Here is more from the team in case fans want to check out the new commercials:

The entire brand campaign, resulting from many months of research by the Indians and Magid Media Group, was produced by the Indians marketing and creative production team.  The first two of five total TV spots have begun to run in the local Cleveland market.  Each spot also has an accompanying radio spot that is also airing currently.  Fans can view these TV spots on, and MLB YouTube portal.

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