New Chicago Cubs TV Network Wants Cub Fans to Know They 'Get It'
Marquee Sports Network, the exclusive television home of Chicago Cubs baseball, has launched a new multi-platform advertising campaign as the TV network enters its second season, and first with a full 162-game schedule.
The campaign centers around the tagline 'We Get All of It', acknowledging not only Marquee’s commitment to covering the team around the clock with exclusive behind-the-scenes access, but also its commitment to authentically listening to and understanding its fanbase. “We understand how important and personal the connection to watching games can be for fans - particularly for Cubs fans, who are some of the most passionate,” said Marquee SVP of Marketing and Digital, Amy McDevitt. “The ‘We Get All of It’ campaign is a direct acknowledgement to fans that we are both working hard to get them maximum Cubs content and actively listening as we build this new relationship.”
The network partnered with Quality Meats, the Chicago agency behind last summer’s film/stunt for iconic Chicago hot dog stand Weiner Circle to bring an authentic, local perspective on what it means to be a fan. "We knew that for this campaign we needed to partner with a local agency that knew Cubs fans like we did, and we found the perfect partner in Quality Meats," said Marquee Director of Marketing Tabitha Green. “This campaign is just a launching point to show Cubs fans that we're not just here for them, we are them, and we’re listening.”
The campaign takes an honest, straightforward approach, acknowledging the emotional roller coaster that comes with being a diehard Cubs fan, as well as the relentless devotion that persists no matter the season. The ads reflect on the memorable highs and lows that have built the character of the Cubs fan over the team's storied history, and how the TV network aims to strengthen that bond.
“Cub fans have a unique, complex relationship with their team, and they want their network to understand all the intricacies of that,” says Brian Siedband, Quality Meats co-founder and co-CCO. “Being a lifelong Cub fan myself, that part came pretty naturally.”
"We're not just broadcasting Cubs games, because the Cubs are not just a team. The Cubs and their games are part of the neighborhood and the fabric of the city, and we understand what an opportunity it is to cover the Cubs year-round," said Marquee General Manager Mike McCarthy.
The campaign consists of a teaser film, a launch film and multiple 15-second spots for television as well as out-of-home and digital.
