Dodgers launch 'A Whole New Blue' campaign

GLENDALE, Ariz. -- The Dodgers are capturing the revival of the franchise in their new marketing campaign, "A Whole New Blue," which has launched throughout Southern California.

"'A Whole New Blue'" is more than a tagline or advertising campaign," said Lon Rosen, executive vice president and chief marketing officer. "It's a whole new way of thinking about Dodger baseball. It's about a new attitude embraced by the team that will be reflected in the fan experience at Dodger Stadium this season."

The campaign encompasses print, digital, television, radio and out-of-home components and reflects the ambitious mission of new ownership to return the Dodgers to the forefront of the game through player acquisition, and enhance the fan experience with a $100 million upgrade of Dodger Stadium.

The theme will also appear on game tickets, billboards and bus shelters. The concept was designed by Walton Isaacson, the team's new advertising agency, which will work with the Dodgers' marketing and advertising team to help execute all marketing strategies in 2013.

"We're thrilled to be involved in the overall creation and execution of this statement campaign," said Aaron Walton, co-founder of WI. "The Dodgers have assumed an aggressive leadership position in Major League Baseball, sending a clear signal that they're willing to take every step possible to dramatically improve the team and heighten the adrenaline level at Dodger Stadium. We're confident that 'A Whole New Blue' will be the rallying cry for fans from Opening Day in April to a championship in October."