Chicago Cubs Marketing Guides
These pieces were the soul vehicle for marketing in-park advertising and sponsorship opportunities to potential clients, as well as boosting publication advert sales and skybox leasing, which translated into tens of millions of dollars in additional revenue above ticket sales and ballpark concessions.
The original photo used for this cover was shot from ground level, so it was neither square nor symmetrical. It was also shot post-season during the day, so the marquee was blank and the neon lights weren’t lit.
Lighting the neon lights, fixing the distortion and adding the marquee message were all achieved with Photoshop.
The piece was die-cut and accordian-folded, so the background color at the bottom of the second side was folded under and became the green behind the marquee when closed.
Again,for this version, the scoreboard photo had to be manipulated to create a centered, square and symmetrical image for the die cut and gate fold.
The message on the marquee below looks suspiciously similar to the one on the scoreboard above!
