02/11/2011 4:49 PM ET
Astros officially announce 2011 "We Are Your Astros" ad campaign
Will feature Houston-Area landmarks, represent fresh, young roster
With pitchers and catchers reporting to Spring Training camp in just five days, today the Astros officially announced the club's 2011 advertising campaign tagline: "We Are Your Astros." The campaign, which is set to debut next week, features iconic Bayou City landmarks that reflect the team's close connection with the community.
"One of my favorite parts about being associated with the Houston Astros is experiencing the great relationship the team has with its fans and this great city," said Astros Chairman and CEO Drayton McLane. "I think this campaign captures the essence of that connection."
The imagery features action photos of Astros stars alongside well-known locations from around the city that most Houstonians will recognize. These landmarks include: the downtown skyline, the Sam Houston statue at Hermann Park, Houston City Hall and Rocket Park at NASA's Johnson Space Center. Other Houston-area landmarks included in the campaign are the Texas Medical Center, Hines Water Wall, San Jacinto Monument and Battleship Texas. These images are bathed in orange and Astros red hues of a morning sunrise, symbolizing the 2011 club's fresh, young roster, and were created by the design team at Lee Queaño Creative.
"This is perhaps the strongest communication we have ever created for the Astros," the firm's principal and chief creative director Lee Queano said, "The team belongs to the fans of Houston and this year's campaign is supported by the continuing involvement and commitment of the Astros through countless community efforts to make the city an even better place to live."
The campaign will be executed on several Houston-area billboards in addition to graphics both in and around Minute Maid Park including wallscapes facing the U.S. 59 Freeway, column wraps and light pole banners. The artwork will also be included in television commercials, print ads, collateral materials and animations on the ballpark's new high-defini-tion video boards.
The campaign will extend to surrounding Texas cities, including San Antonio and Austin, and feature familiar locations from those communities.
"We're extremely excited about our new campaign for 2011," said Astros President of Business Operations Pam Gardner. "It represents the enthusiastic, energetic team we will have on the field, and recognizes some of the wonderful things our city has to offer. The campaign will not only target Houston, but will also reach out to our fans in our outer markets, such as San Antonio and Austin. We appreciate the support we receive from those fans and want to grow our relationship with them as well."
Houston Astros Season Tickets along with 27, 14 and 6-Game Mini Plans are currently available for purchase at astros.com or by calling 1-800-ASTROS2. Individual game tickets for the 2011 season will go on sale next Friday, February 18 with details to be announced later this week.