NEW YORK: New Era Cap Co., the makers of baseball teams' official in-field caps, will set up a miniature stadium for kids in the trendy New York neighborhood of Soho in order to promote its All-Star Game Major League Baseball (MLB) merchandise ahead of the fray.
Former New York Yankees, Bucky Dent and Roy White, will host the event, which includes a home-run competition among the 6- to 12-year-old participants, in front of New Era's flagship Soho store July 8.
“We wanted to capture some of the excitement around the All Star Game [for our brand],” said John DeWaal, New Era VP of brand communications. “Based on the success of this year, this might become an annual event.”
New Era created the “New Era 4th Street Slam” event with its AOR DKC to celebrate the All-Star Game coming to New York for the first time in 30 years, according to Phil Crimaldi, VP at DKC. Because the game, which will take place in Yankee stadium July 15, has many sponsors, the group wanted to get in front of what it anticipates will be numerous promotional events preceding the game.
“Our strategy is to be a head of the curve, that's why we're doing the event on July 8, because we know competitors are doing [events] later," he said.
Crimaldi said media outreach for the event will be directed toward local sports radio station, WFAN, as well as through promotional wrap-around cover city paper Daily News' promotional cover.