Despite being one of baseball’s most storied franchises, the Baltimore Orioles entered 2008 with a youth-laden roster and low expectations for success. So how do you generate excitement and keep the fans coming until the rebuilding plan translates into wins on the field?

By focusing on the ballpark experience and the historic bond between the city and their team. “This is Birdland” was designed to do just that. In this campaign, Birdland is a physical place with Camden Yards as its capital. But it’s also a state of mind and set of shared values.

Strategically placed billboards throughout the region mark the territory, while print and transit executions bring the stadium experience out into the community. Upcoming TV spots will feature real fans defining what Birdland means to them.