The Astros Play Green campaign aims to draw awareness to environmental initiatives and earth-friendly efforts in the Astros' hometown of Houston, specifically at the ballpark.
The Astros' marketing department created the campaign, but its front office pitched in, as well. The campaign will promote new recycling and environmental-friendly initiatives at the Astros' stadium encourage attendees to participate in the effort there and at home.
"We plan to have constant messaging going out to our [fans]," says Jay Lucas, SVP of marketing and communications for the Astros.
Astros Play Green will launch on Earth Day, April 22, at the Houston Astros game. A pre-game exposition will include local earth-friendly vendors, and the first 10,000 fans will receive an eco-friendly tote bag and promotional green Astros cap adorned with the Play Green logo. During the game, the Astros will wear green baseball caps, while employees don green shirts adorned with the logo. Other initiatives include using recycled light bulbs in the park, switching manual paper towel dispensers to automatic, and enacting a fifth-inning stretch to give people the opportunity to recycle their cans, papers, and plastic.
The PR team is using the ballpark and baseball team as a platform to get its message out. "If many people get something from this on how to be earth friendly, it will be a huge success," Lucas says. In addition, the Astros' Web site added a "go green" section. Radio spots will advertise the campaign, as well.
The PR team will measure the success of the campaign partly through Web site hits, but due to the campaign's ongoing nature, there are no formal plans to measure success.
Company: Houston Astros
Campaign: Astros Play Green
PR Team: Houston Astros' marketing department
Launch: April 22
Budget: No set budget