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Article: 'Road Trip' Says YES to Brand Immersion.(New York Yankees will be back on Yankees Entertainment and Sports Network L.L.C. )
- Article from:
- TelevisionWeek
- Article date:
- November 14, 2005
- Author:
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Jon Lafayette
Wait till next year.
The New York Yankees will be back on the YES Network next season as they try to dethrone the Chicago White Sox as baseball's best. And returning for a second season will be "Ultimate Road Trip,'' an original YES show that is emblematic of the regional sports network's efforts to be as advertiser-friendly as possible.
In "Ultimate Road Trip,'' four lucky Yankees fans were chosen to attend all 162 of the Bronx Bombers' games. To get to and from the games the fans used a variety of sponsors' products, such as Dodge trucks and Continental Airlines flights.
YES President and CEO Tracy Dolgin said ...