BACKGROUND: The Toronto Blue Jays are the only Major League Baseball franchise based outside of the United States. The 1992 and 1993 World Series champions, The Blue Jays are Canada’s baseball team. Owned by Rogers Communications, the Jays play in Toronto’s iconic waterfront SkyDome Stadium. A number of former Blue Jays are members of the Major League Baseball’s Hall of Fame, including Roberto Alomar, Pat Gillick, and Roy Halladay.
OUR WORK: As a sporting institution in one of the most multicultural cities in the world, it is natural for the Jays to reach out to the city’s diverse population. For 2020, one of the stars of the team is expected to be Korean pitching sensation Hyun-jin Ryu. Our Toronto ethnic marketing team worked with the Blue Jay’s marketing team to market the ace left-hander along with ticket packages to the city’s large Korean community. We provided print and digital in-language execution, as well as campaign reporting.