PORTLAND, Maine (11/12/13)--A Maine Credit Union League website saw its traffic spike by 10% the day after the Boston Red Sox's World Series-clinching victory because league executives pulled off the marketing equivalent of knocking it out of the park.
During Game 6's victory Oct. 30, in the middle of the fifth inning, FOX 23 in Portland aired a 30-second advertisement promoting Maine's credit unions (Weekly Update Nov. 8). And the league didn't even have to pay a premium for getting the commercial placed.
League Assistant Vice President of Corporate Marketing Debra Trautman explained that the organization was able to cut a deal with the local FOX outlet because of an amicable history between the two organizations.
"Karen St. Clair, the long-time TV media buyer for your league, worked with FOX 23 earlier that day to negotiate that one of our 30-second commercials would, in fact, air during the World Series game," she explained in the league's newsletter.
"The opportunity came about because of several earlier pre-emptions of our spots," Trautman said. "Karen was able to leverage our relationship as a strong and consistent advertiser into having one of our commercials air during a time when hundreds of thousands of viewers were watching the game. It was really exciting to see our commercial air during a truly special event and to such a wide audience. It reinforces the value of relationships because our spot aired at no extra charge."