A Major League Turnaround

Situation

Shortly after the excitement of Miller Park opening its doors, the Milwaukee Brewers found themselves in a bit of a slump. They had a nice new stadium, but they were in a period of transition with a new management team and poor performance on the field.

Attendance at the stadium was declining dramatically. As fewer fans attended the games, recognition and interest in the players also eroded. That’s when they called in the reinforcements.

Challenge

The Brewers challenged Zizzo Group Marketing + PR + New Media to rekindle interest in the Brewers baseball team and the Miller Park experience in order to increase attendance at the games. That was nearly a decade ago and Zizzo Group is still a key player for the Brewers’ organization today.

Results

Zizzo Group created an integrated campaign utilizing TV, radio, newspaper, online advertising, public relations and personal appearance events to reconnect the team with its fans. All aspects of the campaign positioned the Brewers as the hardest-working team in baseball with a great love of the game and the Milwaukee fans. The advertising caught the attention of fans, as well as the film and video industry, which awarded the TV campaign two Telly Awards.

The campaign greatly strengthened the team’s brand personality in the minds of local fans and helped achieve an attendance increase exceeding 21%. This surpassed the 2,000,000 fan mark for the second time in club history.