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Following SME’s successful work with the Atlanta Braves on The Battery Atlanta mixed use development area as well as the new SunTrust Park premium seating sales campaign – DESTINATION: BRAVES, the new “Welcome Home” ticket sales campaign has been launched. The campaign aims at engaging fans and partners through the emotions associated with home, southern hospitality and friendliness. It is through this lens that the organization wishes to make fans aware of SunTrust Park’s incredible features and amenities never before available to Braves fans. Additionally, this campaign allows partners and sponsors to engage in non-transactional ways via the deep rooted and powerful emotions associated with home. The campaign will be presented through a mixed media approach including digital & social, TV & broadcast, radio, out of home and special events.

Adam Zimmerman, Braves vice president of marketing, said will be the team’s largest and most comprehensive campaign to date, breaking next month: a combination of outdoor, digital, print, radio, TV, social and event marketing, in both English and Spanish.

SME President Ed O’Hara said that, unlike campaigns he helped develop when the New York Yankees and Miami Marlins moved into new ballparks, the Braves’ efforts will lean on soft attributes.

“We’ll lead with qualities like hospitality and home and then let fans discover some things at SunTrust where these will be put into practice, like the 6,000-square-foot Chop House,” said O’Hara, whose agency has also done branding work supporting the neighboring 1.5 million-square-foot mixed-use development, The Battery Atlanta.