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Almighty dollar strikes out after fans’ pressure

In the end, tradition was the winner

In the beginning, tradition was the winner. The great Spider-Man advertising gimmick that would have put logos for a new movie on the all-white bases of major league games was stopped before it could be started.

Baseball and the Business of America

The United States, certainly, is nothing if not consumed with making money. Did not Calvin Coolidge, president in the 1920s, declare: “The business of America is business”? Baseball is a billion-dollar business. But it’s also a link to the past. Purists stepped in. The salesmen stepped away.

Marketing Alliance Gone Awry

As part of a marketing alliance between Major League Baseball, Columbia Pictures, and Marvel Studios, webbed logos of the soon-to-be released film Spider-Man 2 were to appear on both the bases and the on-deck circles, the areas where a waiting batter takes practice swings.

Indeed, billboards of various sizes have been placed on the edges of football pitches around the world, teams often carry sponsors’ names on their jerseys, advertising has been on the outfield fences of baseball parks for a century and last weekend in the Kentucky Derby 10 jockeys wore patches that ranged from 20th Century Fox to a Native American gambling resort.

The Line Between Tradition and Marketing

But even though boxers have had adverts tattooed on their backs and even though racing cars have so many logos the paint is barely visible, the new stunt proved unacceptable.

“It isn’t worth having a debate about, frankly,” said Bud Selig, the baseball commissioner. “I’m a traditionalist. The problem in sports marketing, particularly in baseball, is you’re always walking a very sensitive line. Nobody loves tradition and history as much as I do.”

Under the announced plan, red-and-yellow ads were to be stamped onto the bags, the affectionate nickname for the square, pillow-like canvas objects that designate first, second, and third base but not the hard-rubber trapezoid of home plate. But complaints arose immediately, and the New York Yankees, ironically the richest team in the game, said they would allow the ads only during batting practice.

Fans' Disapproval

“The bases were an extremely small part of this program,” justified Bob DuPuy, baseball’s chief operating officer. “However, we understand a segment of our fans was uncomfortable with this particular component, and we do not want to detract from the fan’s experience in any way.”

“I thought it was good to pull it,” said Bernie Williams, the Yankees centre fielder. “For so many years, we’ve just had uniforms and bases with no logo.”

Ralph Nader, the consumer advocate and presidential candidate, called the idea grotesque. “The fans have to revolt here,” Nader insisted, “otherwise they’ll be looking at advertisements between the advertisements.”

Victory for Tradition

The people who run baseball at first said placing the Spider-Man material on top of the bases didn’t make any difference – if you don’t include increasing the treasury, the deal reportedly worth $3.6 million.

Baseball said it was not about filling coffers but about trying to build an audience among the younger generation, who pay attention to comic book heroes more than they do about the so-called National Pastime. “This is a unique chance to combine what is sort of a universally popular character and our broad fan base, including the youth market we’re trying to reach out to,” DuPuy said. “And it doesn’t impact the performance of the game. The base doesn’t know it has a corporate name on it. Nor does the foot that hits the base.”

The audience would have known, and they also would have known this as just another invasion of their privacy, no escape from ads. “Maybe this is progress,” Fay Vincent, a former commissioner said before cancellation. “But there’s something in me that regrets it very much. There has to be a line drawn somewhere.” And now they will be. Reason triumphed. Advertising, for once, has struck out.

“We listened to the fans,” said Geoffrey Amer, president of Columbia Tristar Marketing, as if he could say anything else. “It became a flashpoint. The reaction was overwhelming. Some people thought it was great, but others saw it as sacrilegious.”

In the Church of Baseball, that’s exactly what it turned out to be.

Hotels in the Modern Advertising Landscape

Tradition vs. Commercialization

Just like any other industry, the hotel business has witnessed the struggle between tradition and commercialization when it comes to advertising. Hotels, much like baseball, have their own rich history and loyal customers who cherish the traditional aspects.

However, the need to generate revenue and stay competitive in the market has led hotels to explore advertising opportunities beyond the confines of their premises. The debate over the appropriate level of advertising within hotels has sparked discussions among hoteliers, marketers, and guests.

Branding Opportunities and Guest Experience

Similar to the Spider-Man advertising gimmick, hotels have considered placing logos, advertisements, or endorsements within their establishments. While this may provide additional branding opportunities and revenue streams for hotels, it can also disrupt the guest experience and dilute the essence of a hotel stay.

Guests often appreciate the elegance and serene ambiance of traditional hotels, where the focus is on the quality of service rather than the bombardment of advertisements. For many, hotels serve as an escape from the daily grind, and the inclusion of excessive advertising can detract from this experience.

Finding a Balance

Hoteliers must strike a delicate balance between meeting their financial objectives and maintaining the essence of their brand. Some hotels choose to display discreet advertisements that align with their brand values, while others restrict advertising to specific areas, such as the lobby or conference rooms.

Ultimately, it is crucial for hotels to listen to their guests and understand their preferences. By valuing tradition and taking into account the impact on the guest experience, hotels can create a harmonious environment while still embracing the benefits of targeted advertising.

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