Cubs launch new marketing campaign featuring authentic fan stories
The Chicago Cubs and local agency Schafer Condon Carter (SCC) have launched a new marketing campaign that honors the unrivaled dedication of Chicago Cubs fans and the team’s commitment to ultimately reward the most loyal fans in sports with a World Series championship.
The “Committed” campaign launches in conjunction with the beginning of Cubs single game ticket sales this Friday at 10 a.m. CST. The ads will feature authentic stories from actual Cubs fans, including Jeff and Jessi Galbraith, a couple from Indianapolis who got engaged at Wrigley Field; Adam Weiler of Chicago, who triumphed over his wife’s efforts to raise their son as a Brewers fan; and David Eagan, a South Side security guard who proudly sports tattoos of a Cubs logo and Ron Santo’s signature on the back of his head.
“The Chicago Cubs and Cubs fans are solidly committed to each other as we embark on the most remarkable journey in all of sports—winning a World Series at Wrigley Field,” said Alison Miller, senior director of marketing for the Cubs. “This campaign showcases the emotional connection of our fans who are part of that journey, and the Cubs’ commitment to building a championship-caliber organization from top to bottom.”
Various print, online, radio and out-of-home advertisements will begin appearing in the Chicagoland market this week, including on CTA platforms and billboards on major highways and streets throughout the city. Starting in April, a second promotional phase will include television spots illustrating fan and player commitments to the Chicago Cubs, as well as an online and social media campaign inviting fans worldwide to share their stories through videos, photos or essays.
“This has been a dream assignment for our agency,” said David Selby, president and managing partner of SCC. “The emotional relationship that exists between the Cubs and their fans is truly unique, and our campaign celebrates this mutual commitment by telling the remarkable stories of real fans with humanity, humor and authenticity.“