The Pacific Coast League baseball pennant race may be five or six months away, but the Tacoma Rainiers have already won gold for advertising.
The Seattle chapter of the American Advertising Federation recently recognized the team with seven American Advertising Awards that “reward the creative spirit of excellence in the art of advertising,” according to a release this week.
Most of the awards are related to a publication, “We R Tacoma,” sent to season-ticket holders and concerning the renewal of tickets. The form of the publication resembles a retro 1950s children’s book and contains poetry in a mashup that could be said to resemble Little Golden Books or Dr. Seuss. Along with AAA baseball, the copy within extolls Tacoma.
Among the three gold and two silver marketing awards, the “season ticket renewal piece” earned a Judge’s Choice Award. The offering judge noted, “I could hate baseball and all things retro and this piece would still be my choice because of its brilliant illustrations, clever copywriting and thoughtful design.”
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The Seattle chapter also recognized the Rainiers for their new exterior signage.
“We’re honored to be recognized alongside a collection of the most creative, forward-thinking advertising minds in Western Washington,” stated Rainiers President Aaron Artman.
The winning publication was created within the Rainiers organization by Tony Canepa and Ben Spradling, rather than by an outside advertising agency.