PHOENIX -– The Arizona Diamondbacks unveiled their winter advertising campaign this week centered around Kirk Gibson, who was honored last week with the National League Manager of the Year award in his first full season at the helm of the D-backs. The campaign, titled “Gibby is Watching,” focuses on Gibson’s famous glare and tells D-backs fans that “he knows if you’ve been bad or good.”
“Our fan base has quickly grown to love Gibby in the same way that our team took on his personality during this incredible season,” said D-backs’ President & CEO Derrick Hall. “We want our fans to know that he’s keeping tabs on them and wants to see them at Chase Field next season.”
The campaign will include print advertisements, television spots, radio drop-ins, social media, e-mail, direct mail and outdoor signage on billboards, bus shelters and light rail kiosks throughout the Valley, including LED signage in the Legends Entertainment District. View the TV spot.
The initial launch of the campaign focuses on the D-backs Holiday Pack, which is a six-game ticket package that includes tickets to Opening Day and a snow globe for as little as $84. Opening Day has sold out each year during the D-backs’ existence and is expected to do so again in 2012.
Coming off an NL West Division title –- their fifth in 14 years –- the D-backs were among the biggest surprises in baseball and the results showed at the box office. The team drew 2.1 million in attendance, with attendance increasing by more than 8,000 fans per game during the month of September. More than 49,000 fans watched the team clinch a postseason berth at home on Sept. 23, the fifth-largest crowd in Chase Field history.
Gibson guided the D-backs to an MLB-best 48 comebacks wins in 2011 and became the first manager to take his team to the playoffs in his first full season after the team finished in last place the previous season. Under Gibson, the D-backs’ 29-game turnaround in 2011 tied for the third-best in the Majors since 1998 while the club’s 94-68 record was the third-best record in franchise history.