GLENDALE, Ariz. -- The Dodgers are capturing the revival of the franchise in their new marketing campaign, "A Whole New Blue," which has launched throughout Southern California.
"'A Whole New Blue'" is more than a tagline or advertising campaign," said Lon Rosen, executive vice president and chief marketing officer. "It's a whole new way of thinking about Dodger baseball. It's about a new attitude embraced by the team that will be reflected in the fan experience at Dodger Stadium this season."
The campaign encompasses print, digital, television, radio and out-of-home components and reflects the ambitious mission of new ownership to return the Dodgers to the forefront of the game through player acquisition, and enhance the fan experience with a $100 million upgrade of Dodger Stadium.
The theme will also appear on game tickets, billboards and bus shelters. The concept was designed by Walton Isaacson, the team's new advertising agency, which will work with the Dodgers' marketing and advertising team to help execute all marketing strategies in 2013.
"We're thrilled to be involved in the overall creation and execution of this statement campaign," said Aaron Walton, co-founder of WI. "The Dodgers have assumed an aggressive leadership position in Major League Baseball, sending a clear signal that they're willing to take every step possible to dramatically improve the team and heighten the adrenaline level at Dodger Stadium. We're confident that 'A Whole New Blue' will be the rallying cry for fans from Opening Day in April to a championship in October."
Dodgers blend Major, Minor Leaguers in camp
GLENDALE, Ariz. -- When the 68 Dodgers in Major League camp hit the field for conditioning drills on Tuesday morning, they were joined by 53 of the organization's best Minor Leaguers who had been invited to early camp.
If oldtimers saw it as a rare throwback to the days when hundreds of campers, from Major Leaguers to Class D, would train together on the fields of Dodgertown in Vero Beach, Fla., that was pretty much the idea.
"That was our plan, integrating the camp and getting everybody working together," said manager Don Mattingly. "We're all one, that's the main theme. We're trying to build the system back.
"We can bring in all the big guys at once like we have and make a big, bold splash, but in the long run ... we want to win every year. To do that, that [developmental] side has to be strong. To do that, we've got to be close. So if you're one of those guys and you know you're not that far away, it's a good thing."
Mattingly said that several veteran Dodgers will be sent to the Minor League side to talk to the players. That series is expected to begin on Wednesday with pitcher Clayton Kershaw.
• Reliever Matt Guerrier, who threw batting practice for the first time on Monday, missed Tuesday's workout with flu-like symptoms.
Guerrier is coming off a partially torn forearm tendon, an injury that limited him to 16 appearances last year, but he has said that his arm feels fine and that he's pitching with no limitations this spring.
• Kenley Jansen didn't miss Tuesday's workout despite having an ingrown toenail removed after Monday's practice.
• Non-roster catcher Eliezer Alfonzo still hasn't reported because of a family matter.
"It's hard to compete when you're not here," said manager Don Mattingly, "but some things take precedence."
Ken Gurnick is a reporter for MLB.com. This story was not subject to the approval of Major League Baseball or its clubs.