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Chicago White Sox In Tune with Latino Fans

CHICAGO (July 19, 2010) — The Chicago White Sox have launched a new marketing campaign for the 2010 baseball season, developed by the team’s primary Hispanic marketing agency of record, The San Jose Group. The campaign titled “Ritmo,” focuses on the experience of attending a White Sox game and the rhythm of baseball. Advertising executions will be supported by Hispanic-specific events and in-stadium elements.

“Latinos have rhythm running through their blood, and we wanted to associate the White Sox with that passion,” said Cesar Rodriguez, a creative director at The San Jose Group. “Combining the passion for music with the passion for the game of baseball ensures fans will have an unforgettable experience.”
Music is the platform for this season’s 360 approach, and is featured across all creative elements, events and even inside U.S. Cellular Field.
“Our fans are extremely important to us, so we want to recognize them and show our appreciation for their culture, the same way they appreciate the White Sox culture,” said Lou Hernandez, director of public relations for the White Sox. “Music is a strong connection point to Latino culture, and we incorporate that into our activities so our Latino fans feel at home when they are at U.S. Cellular Field.”
The television execution focuses on the rhythm and sounds of a baseball game, from the crack of the bat, to the sizzle of the hot dogs, to a player sliding into home. The radio spot elevates the Latin beat to tell a story about the experience at a White Sox game. Print advertisements show the instruments, melodies and songs of the ballpark, while online banner ads literally show a baseball moving to the beat. All elements of the campaign feature the new Spanish-language tagline, “Chicago White Sox. Disfruta Nuestro Ritmo.” (Enjoy Our Rhythm).
The White Sox will actively engage the Latino community throughout the year, including six in-stadium events tailored specifically for Latino fans around key times like Dia del Nino, Cinco de Mayo and Hispanic Heritage Month. These events feature live music performances and DJs outside the stadium prior to the game. Fans can even hear Latin music between innings to spice up their game day experience, as well as see the new Spanish television execution on the electronic scoreboard.
The Ritmo campaign will run throughout the 2010 season, from April through September.
Founded in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that embrace consumer and channel convergence. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. and Latin American markets. 
For more information, visit www.thesanjosegroup.com and U.S. Cellular Field.