The Albuquerque Isotopes are but one of 33 teams participating in the Copa de la Diversión, Minor League Baseball’s new multicultural marketing program tailored to attracting local Hispanic and Latino communities to the ballpark. The Isotopes did show off how to do the promotion right when they transformed into the Mariachis de Nuevo Mexico as part of their Cinco de Mayo celebration that included special mariachi jerseys, Mariachi bands and Ballet Folklorico dance groups, and pinatas hanging from the ballpark entrances.
Albuquerque’s promotion not only attracted a record crowd to Isotopes Park, but also earned the Pacific Coast League franchise the top promotion award for the month of May and a spot among the finalists competing for a coveted Golden Bobblehead at the Minor League Baseball Promotional Seminar in Des Moines, Iowa, in September.
It is certainly an honor well-earned. Not only did the Isotopes—or rather, the Mariachis de Nuevo Mexico—attract a team record 16,975 fans to the ballpark, they also were a hit on social media with 107,977 total Twitter impressions between the Isotopes and Mariachis accounts. The rebrand was equally successful at the merchandise stands, with the team reporting record-breaking sales. The team has said it plans to incorporate the Mariachis identity more frequently in the future.
Albuquerque beat out four other worthy promotions for the honor, which we highlighted earlier this month. They included:
- Myrtle Beach Pelicans, Half-Off for Hunger
- Greensboro Grasshoppers, Royal Wedding Celebration
- El Paso Chihuahuas, First Bi-National Play Ball Event
- Frederick Keys, Cool Runnings Night