VCCP and CSM launch 360 campaign for Major League Baseball World Tour: London Series 2023

VCCP Media and CSM Sport & Entertainment have launched a 360 campaign to mark the return of the Major League Baseball (MLB) World Tour: London Series 2023. After a successful debut in 2019, the event returns to London Stadium on June 24-25, when the St. Louis Cardinals and Chicago Cubs – whose rivalry stretches back more than 130 years – contest two regular season games. The campaign will run across broadcast and addressable TV, BVOD, DOOH, and paid social. 

The campaign creative, developed by CSM, showcases how fans will have the opportunity to enjoy an authentic US ballpark experience with high-intensity action and entertainment, in London this summer. 

To bring the experience to life, the campaign is led by a partnership with Sky, which will see the 30-second TV spot appear adjacent to marquee sporting events nationally across Sky & BT Sport throughout April. This is supported by a rollout through Sky’s One Campaign solution, reaching event-goers throughout London and the South East via AdSmart, BVOD & Advance. 

To build reach and stature, the campaign also includes full-motion digital outdoor screens targeting key London Underground stations, such as Piccadilly Circus and Leicester Square, which are synonymous with big events in the capital.

The film depicts the excitement of Major League Baseball, starting with a shot of the London Olympic Stadium and crowds arriving to watch the games. A range of ‘unbelievable’ batting shots are shown alongside amazing catches, as well as cheering crowds who are enjoying the games. It ends with a voice over saying “Experience the thrill of Major League Baseball this summer”.  

An ongoing digital partnership with Joe Media, which is led through co-produced content shot during the 2022 MLB World Series, will further amplify the experience for fans when baseball makes a spectacular return to London. 

“With a packed house at London Stadium watching one of baseballs most intense and historic rivalries, the MLB World Tour: London Series 2023 promises to be a spectacular event,” said CSM Managing Director – Major Events, Andy Owen. “CSM is proud to have developed the creative, and to be working with MLB and VCCP Media to amplify the campaign. We are excited for the launch and to build anticipation for another historic series in London.”