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07/15/2008 10:32 AM ET
Major League Baseball, Fox and TBS launch largest postseason marketing campaign ever during All-Star week events
Multi-platform campaign will feature online and offline content, appearances by FOX and TBS talent and more than 20 television spots
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Major League Baseball (MLB) announced today the launch of its largest ever postseason marketing campaign, an emotional and exciting initiative that engages fans and captures the passion and energy of October baseball. The campaign, entitled "There's Only One October," launched during the national broadcast of last night's 2008 State Farm Home Run Derby. Featuring actor and avid baseball fan Rick Gonzalez (Old School, CW's The Reaper), the campaign will highlight some of baseball's most memorable October moments. It is MLB's largest ever advertising campaign, with a media value of more than $65 million.

Major League Baseball and its postseason broadcast partners, FOX and TBS, are working in collaboration on the campaign. FOX and TBS will run "There's Only One October" spots that will feature appearances by their respective network personalities, including Jeff Foxworthy and Frank Caliendo, and will also cross-promote through their sports and entertainment properties. The campaign will be supported by an extensive online and television schedule, both in-game and out-of-game, as well as print and radio advertisements.

"This campaign celebrates our game by creating a bridge between our All-Star festivities and the most exciting time of the year - October baseball," said Tim Brosnan, Executive Vice President, Business, Major League Baseball. "Our media partners have made a tremendous commitment to this, providing one consistent message across all of our promotional platforms."

"In terms of indelible sports moments, there is 'only one October,'" said FOX Sports president Ed Goren. "This campaign seamlessly carries us from the All-Star Game to the Fall Classic, with one unified message delivered by multiple entities on a variety of media platforms. It is sure to resonate."

"TBS is proud to partner once again with MLB and FOX as we expand on last season's successful marketing campaign," said David Levy, president, Turner Sports and Turner Ad Sales. "As the exclusive home of MLB's Division Series and American League Championship Series, we look forward to building on the momentum of what has been an exciting baseball season so far and look ahead to what promises to be a memorable October."

In the creative spots, Gonzalez plays himself - a passionate fan who sits at his desk, writing a blog about October baseball. His thoughts and ideas come to life around him in the form of highlights from the 2008 season and exciting footage of historic October moments.

MLBlogs.com will feature elements from the campaign as well as opportunities for the more than 175 million MLB fans to join the conversation and share their thoughts on the postseason. Fans can have their voice heard by telling MLB what players to feature, what teams to follow, who they think are the emerging stars and participating in weekly fan polls.

There will also be a dedicated page on leading social networking sites that feature Gonzalez's TV spots, additional videos and outtakes, dialogue and user comments and guest bloggers.

The campaign, created by McCann Erickson with the support of MLB Productions, will also be distributed to all of Major League Baseball's international broadcast partners in English speaking countries as well as locally within broadcasts of the 30 MLB Clubs.
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