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.elementor-element.elementor-element-18d68dc4.elementor-element.e-flex.jkit-sticky-element--enabled{z-index:100;}.elementor-861 .elementor-element.elementor-element-18ba94ac{--display:flex;--justify-content:center;--gap:10px 10px;--row-gap:10px;--column-gap:10px;--padding-top:0px;--padding-bottom:0px;--padding-left:0px;--padding-right:0px;}.elementor-861 .elementor-element.elementor-element-7fe2bee9{text-align:start;}.elementor-861 .elementor-element.elementor-element-7fe2bee9 .elementor-heading-title{font-family:var( --e-global-typography-0c2b39c-font-family ), Sans-serif;font-size:var( --e-global-typography-0c2b39c-font-size );font-weight:var( --e-global-typography-0c2b39c-font-weight );text-transform:var( --e-global-typography-0c2b39c-text-transform );line-height:var( --e-global-typography-0c2b39c-line-height );letter-spacing:var( --e-global-typography-0c2b39c-letter-spacing );word-spacing:var( --e-global-typography-0c2b39c-word-spacing );color:var( --e-global-color-994eb2b );}.elementor-861 .elementor-element.elementor-element-465e7b7a{--divider-border-style:solid;--divider-color:#FFFFFF36;--divider-border-width:1px;}.elementor-861 .elementor-element.elementor-element-465e7b7a .elementor-divider-separator{width:100%;}.elementor-861 .elementor-element.elementor-element-465e7b7a .elementor-divider{padding-block-start:6px;padding-block-end:6px;}.elementor-861 .elementor-element.elementor-element-3b2fc6d2{--display:flex;--align-items:center;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--gap:30px 30px;--row-gap:30px;--column-gap:30px;--padding-top:0px;--padding-bottom:0px;--padding-left:0px;--padding-right:0px;}.elementor-861 .elementor-element.elementor-element-f7cebf{text-align:center;}.elementor-861 .elementor-element.elementor-element-f7cebf .elementor-heading-title{font-family:\"Manrope\", Sans-serif;font-size:2em;font-weight:500;text-transform:none;line-height:1.2em;letter-spacing:0px;color:var( 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.elementor-element.elementor-element-fc634a3 .elementor-divider{padding-block-start:6px;padding-block-end:6px;}.elementor-861 .elementor-element.elementor-element-3b3ed5b{text-align:start;}.elementor-861 .elementor-element.elementor-element-3b3ed5b .elementor-heading-title{font-family:var( --e-global-typography-0c2b39c-font-family ), Sans-serif;font-size:var( --e-global-typography-0c2b39c-font-size );font-weight:var( --e-global-typography-0c2b39c-font-weight );text-transform:var( --e-global-typography-0c2b39c-text-transform );line-height:var( --e-global-typography-0c2b39c-line-height );letter-spacing:var( --e-global-typography-0c2b39c-letter-spacing );word-spacing:var( --e-global-typography-0c2b39c-word-spacing );color:var( --e-global-color-994eb2b );}.elementor-861 .elementor-element.elementor-element-6cbbc655{--display:flex;--flex-direction:column;--container-widget-width:100%;--container-widget-height:initial;--container-widget-flex-grow:0;--container-widget-align-self:initial;--flex-wrap-mobile:wrap;--gap:70px 70px;--row-gap:70px;--column-gap:70px;--margin-top:0px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:0px;--padding-bottom:0px;--padding-left:0px;--padding-right:0px;}.elementor-861 .elementor-element.elementor-element-6cbbc655.e-con{--flex-grow:0;--flex-shrink:0;}.elementor-861 .elementor-element.elementor-element-a04f23{--display:flex;--align-items:center;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--gap:0px 0px;--row-gap:0px;--column-gap:0px;--margin-top:0px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:0px;--padding-bottom:0px;--padding-left:0px;--padding-right:0px;}.elementor-861 .elementor-element.elementor-element-1c8bf83b .jeg-elementor-kit.jkit-heading{text-align:center;}.elementor-861 .elementor-element.elementor-element-1c8bf83b .jeg-elementor-kit.jkit-heading .heading-title{font-family:\"Manrope\", Sans-serif;font-size:4em;font-weight:500;line-height:1.2em;letter-spacing:0px;color:var( --e-global-color-49c761e );}.elementor-861 .elementor-element.elementor-element-1c8bf83b .jeg-elementor-kit.jkit-heading .heading-title > span{font-family:\"Playfair Display\", Sans-serif;font-weight:500;font-style:italic;}.elementor-861 .elementor-element.elementor-element-1c8bf83b{width:var( --container-widget-width, 83% );max-width:83%;--container-widget-width:83%;--container-widget-flex-grow:0;}.elementor-861 .elementor-element.elementor-element-882b389{--display:flex;}.elementor-861 .elementor-element.elementor-element-7e9ee4d{--display:flex;--gap:0px 0px;--row-gap:0px;--column-gap:0px;--margin-top:00px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:0px;--padding-bottom:-30px;--padding-left:0px;--padding-right:0px;}.elementor-861 .elementor-element.elementor-element-05f457e{--display:flex;--gap:0px 0px;--row-gap:0px;--column-gap:0px;--margin-top:00px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:0px;--padding-bottom:-30px;--padding-left:0px;--padding-right:0px;}.elementor-861 .elementor-element.elementor-element-3be72d8{--display:flex;--gap:0px 0px;--row-gap:0px;--column-gap:0px;--margin-top:00px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:0px;--padding-bottom:-30px;--padding-left:0px;--padding-right:0px;}.elementor-861 .elementor-element.elementor-element-2556ad4{font-family:\"Manrope\", Sans-serif;font-weight:500;margin:0px 1px calc(var(--kit-widget-spacing, 0px) + 0px) 0px;}@media(max-width:1024px){.elementor-861 .elementor-element.elementor-element-885f978{--margin-top:0px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:180px;--padding-bottom:80px;--padding-left:30px;--padding-right:30px;}.elementor-861 .elementor-element.elementor-element-44a7761b .jeg-elementor-kit.jkit-heading .heading-title{font-size:var( --e-global-typography-primary-font-size );line-height:var( --e-global-typography-primary-line-height );letter-spacing:var( --e-global-typography-primary-letter-spacing );}.elementor-861 .elementor-element.elementor-element-58b3c19b{--gap:50px 50px;--row-gap:50px;--column-gap:50px;--padding-top:20px;--padding-bottom:0px;--padding-left:30px;--padding-right:30px;}.elementor-861 .elementor-element.elementor-element-35e140c7{--gap:30px 30px;--row-gap:30px;--column-gap:30px;}.elementor-861 .elementor-element.elementor-element-145a0fe5{--flex-direction:column;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--container-widget-height:initial;--container-widget-flex-grow:0;--container-widget-align-self:initial;--flex-wrap-mobile:wrap;--align-items:center;--gap:0px 0px;--row-gap:0px;--column-gap:0px;}.elementor-861 .elementor-element.elementor-element-52490d83 .jeg-elementor-kit.jkit-heading{text-align:center;}.elementor-861 .elementor-element.elementor-element-52490d83 .jeg-elementor-kit.jkit-heading .heading-title{font-size:var( --e-global-typography-secondary-font-size );line-height:var( --e-global-typography-secondary-line-height );letter-spacing:var( --e-global-typography-secondary-letter-spacing );}.elementor-861 .elementor-element.elementor-element-52490d83{--container-widget-width:67%;--container-widget-flex-grow:0;width:var( --container-widget-width, 67% );max-width:67%;}.elementor-861 .elementor-element.elementor-element-2563f11{--gap:30px 30px;--row-gap:30px;--column-gap:30px;--padding-top:0px;--padding-bottom:0px;--padding-left:30px;--padding-right:30px;}.elementor-861 .elementor-element.elementor-element-61cc9a3b{--gap:30px 30px;--row-gap:30px;--column-gap:30px;}.elementor-861 .elementor-element.elementor-element-6c97e281{--gap:15px 15px;--row-gap:15px;--column-gap:15px;--padding-top:0px;--padding-bottom:0px;--padding-left:0px;--padding-right:0px;}.elementor-861 .elementor-element.elementor-element-4a946dac{--flex-direction:column;--container-widget-width:100%;--container-widget-height:initial;--container-widget-flex-grow:0;--container-widget-align-self:initial;--flex-wrap-mobile:wrap;--gap:20px 20px;--row-gap:20px;--column-gap:20px;--padding-top:0px;--padding-bottom:5px;--padding-left:0px;--padding-right:0px;}.elementor-861 .elementor-element.elementor-element-1fba2fa0{--flex-direction:column;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--container-widget-height:initial;--container-widget-flex-grow:0;--container-widget-align-self:initial;--flex-wrap-mobile:wrap;--align-items:flex-start;--gap:10px 10px;--row-gap:10px;--column-gap:10px;}.elementor-861 .elementor-element.elementor-element-1d2ff385{text-align:end;}.elementor-861 .elementor-element.elementor-element-1d2ff385 .elementor-heading-title{font-size:0.9em;line-height:1.5em;}.elementor-861 .elementor-element.elementor-element-39841b6{--flex-direction:row;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--container-widget-height:100%;--container-widget-flex-grow:1;--container-widget-align-self:stretch;--flex-wrap-mobile:wrap;--justify-content:flex-start;--align-items:flex-start;}.elementor-861 .elementor-element.elementor-element-05bee3f .elementor-icon-list-item > .elementor-icon-list-text, .elementor-861 .elementor-element.elementor-element-05bee3f .elementor-icon-list-item > a{font-size:var( --e-global-typography-72f969b-font-size );line-height:var( --e-global-typography-72f969b-line-height );letter-spacing:var( --e-global-typography-72f969b-letter-spacing );word-spacing:var( 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.elementor-element.elementor-element-b7ba95a{--flex-direction:column;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--container-widget-height:initial;--container-widget-flex-grow:0;--container-widget-align-self:initial;--flex-wrap-mobile:wrap;--align-items:flex-start;--gap:10px 10px;--row-gap:10px;--column-gap:10px;}.elementor-861 .elementor-element.elementor-element-da24dbb{text-align:end;}.elementor-861 .elementor-element.elementor-element-da24dbb .elementor-heading-title{font-size:0.9em;line-height:1.5em;}.elementor-861 .elementor-element.elementor-element-6275d48{--flex-direction:row;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--container-widget-height:100%;--container-widget-flex-grow:1;--container-widget-align-self:stretch;--flex-wrap-mobile:wrap;--justify-content:flex-start;--align-items:flex-start;}.elementor-861 .elementor-element.elementor-element-282a9f4 .elementor-icon-list-item > .elementor-icon-list-text, .elementor-861 .elementor-element.elementor-element-282a9f4 .elementor-icon-list-item > a{font-size:var( --e-global-typography-72f969b-font-size );line-height:var( --e-global-typography-72f969b-line-height );letter-spacing:var( --e-global-typography-72f969b-letter-spacing );word-spacing:var( --e-global-typography-72f969b-word-spacing );}.elementor-861 .elementor-element.elementor-element-282a9f4{--container-widget-width:68%;--container-widget-flex-grow:0;width:var( --container-widget-width, 68% );max-width:68%;}.elementor-861 .elementor-element.elementor-element-6f68025d{--gap:50px 50px;--row-gap:50px;--column-gap:50px;--padding-top:0px;--padding-bottom:0px;--padding-left:30px;--padding-right:30px;}.elementor-861 .elementor-element.elementor-element-7665818{--gap:30px 30px;--row-gap:30px;--column-gap:30px;}.elementor-861 .elementor-element.elementor-element-18d68dc4{--padding-top:25px;--padding-bottom:25px;--padding-left:20px;--padding-right:20px;}.elementor-861 .elementor-element.elementor-element-7fe2bee9 .elementor-heading-title{font-size:var( --e-global-typography-0c2b39c-font-size );line-height:var( --e-global-typography-0c2b39c-line-height );letter-spacing:var( --e-global-typography-0c2b39c-letter-spacing );word-spacing:var( --e-global-typography-0c2b39c-word-spacing );}.elementor-861 .elementor-element.elementor-element-f7cebf .elementor-heading-title{font-size:1.5em;line-height:1.2em;}.elementor-861 .elementor-element.elementor-element-7fcab873 img{height:184px;}.elementor-861 .elementor-element.elementor-element-3b3ed5b{text-align:end;}.elementor-861 .elementor-element.elementor-element-3b3ed5b .elementor-heading-title{font-size:var( --e-global-typography-0c2b39c-font-size );line-height:var( --e-global-typography-0c2b39c-line-height );letter-spacing:var( --e-global-typography-0c2b39c-letter-spacing );word-spacing:var( --e-global-typography-0c2b39c-word-spacing );}.elementor-861 .elementor-element.elementor-element-6cbbc655{--gap:50px 50px;--row-gap:50px;--column-gap:50px;--margin-top:0px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:0px;--padding-bottom:0px;--padding-left:30px;--padding-right:30px;}.elementor-861 .elementor-element.elementor-element-a04f23{--flex-direction:column;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--container-widget-height:initial;--container-widget-flex-grow:0;--container-widget-align-self:initial;--flex-wrap-mobile:wrap;--align-items:center;--gap:0px 0px;--row-gap:0px;--column-gap:0px;}.elementor-861 .elementor-element.elementor-element-1c8bf83b .jeg-elementor-kit.jkit-heading .heading-title{font-size:3em;line-height:1.2em;}.elementor-861 .elementor-element.elementor-element-1c8bf83b{--container-widget-width:67%;--container-widget-flex-grow:0;width:var( --container-widget-width, 67% );max-width:67%;}}@media(max-width:767px){.elementor-861 .elementor-element.elementor-element-885f978{--padding-top:180px;--padding-bottom:80px;--padding-left:20px;--padding-right:20px;}.elementor-861 .elementor-element.elementor-element-5868bb5c{--gap:10px 10px;--row-gap:10px;--column-gap:10px;}.elementor-861 .elementor-element.elementor-element-44a7761b .jeg-elementor-kit.jkit-heading{text-align:center;}.elementor-861 .elementor-element.elementor-element-44a7761b .jeg-elementor-kit.jkit-heading .heading-title{font-size:var( --e-global-typography-primary-font-size );line-height:var( --e-global-typography-primary-line-height );letter-spacing:var( --e-global-typography-primary-letter-spacing );}.elementor-861 .elementor-element.elementor-element-44a7761b .jeg-elementor-kit.jkit-heading .heading-title > span{font-size:0.9em;}.elementor-861 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.elementor-element.elementor-element-1c8bf83b{--container-widget-width:100%;--container-widget-flex-grow:0;width:var( --container-widget-width, 100% );max-width:100%;}}@media(min-width:768px){.elementor-861 .elementor-element.elementor-element-cbb19ab{--width:100%;}.elementor-861 .elementor-element.elementor-element-954a26e{--width:100%;}.elementor-861 .elementor-element.elementor-element-da3465e{--width:100%;}.elementor-861 .elementor-element.elementor-element-bf51e27{--width:100%;}.elementor-861 .elementor-element.elementor-element-61cc9a3b{--width:100%;}.elementor-861 .elementor-element.elementor-element-6c97e281{--width:75%;}.elementor-861 .elementor-element.elementor-element-1fba2fa0{--width:60%;}.elementor-861 .elementor-element.elementor-element-39841b6{--width:35%;}.elementor-861 .elementor-element.elementor-element-e49baa1{--width:52.153%;}.elementor-861 .elementor-element.elementor-element-e696843{--width:82.669%;}.elementor-861 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(min-width:768px){.elementor-861 .elementor-element.elementor-element-6c97e281{--width:100%;}.elementor-861 .elementor-element.elementor-element-1fba2fa0{--width:100%;}.elementor-861 .elementor-element.elementor-element-e696843{--width:100%;}.elementor-861 .elementor-element.elementor-element-b7ba95a{--width:100%;}}<\/style>\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"861\" class=\"elementor elementor-861\">\n\t\t\t\t<div class=\"elementor-element elementor-element-885f978 e-flex e-con-boxed e-con e-parent\" data-id=\"885f978\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5868bb5c e-con-full e-flex e-con e-child\" data-id=\"5868bb5c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-44a7761b elementor-widget-mobile__width-inherit elementor-widget elementor-widget-jkit_heading\" data-id=\"44a7761b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"jkit_heading.default\">\n\t\t\t\t\t<div  class=\"jeg-elementor-kit jkit-heading  align-center align-tablet- align-mobile-center jeg_module___6a23c0735b276\" ><div class=\"heading-section-title  display-inline-block\"><h2 class=\"heading-title\">Case Study <span class=\"style-color\"><span>Toros de Tijuana US Campaigns<\/span><\/span><\/h2><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-58b3c19b e-flex e-con-boxed e-con e-parent\" data-id=\"58b3c19b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-35e140c7 e-con-full e-flex e-con e-child\" data-id=\"35e140c7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-145a0fe5 e-con-full e-flex e-con e-child\" data-id=\"145a0fe5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-52490d83 elementor-widget__width-initial elementor-widget elementor-widget-jkit_heading\" data-id=\"52490d83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"jkit_heading.default\">\n\t\t\t\t\t<div  class=\"jeg-elementor-kit jkit-heading  align-center align-tablet-center align-mobile-center jeg_module__1_6a23c0735c0f2\" ><div class=\"heading-section-title  display-inline-block\"><h2 class=\"heading-title\">Driving Cross-Border Fan Growth <span class=\"style-color\"><span>Through Paid Media<\/span><\/span><\/h2><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0259391 e-flex e-con-boxed e-con e-parent\" data-id=\"0259391\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-cbb19ab e-con-full e-flex e-con e-child\" data-id=\"cbb19ab\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-954a26e e-con-full e-flex e-con e-child\" data-id=\"954a26e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2d2fbf3 elementor-widget elementor-widget-text-editor\" data-id=\"2d2fbf3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"423\" data-end=\"749\">By 2025, <span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Toros de Tijuana<\/span><\/span> had already established itself as one of the most relevant organizations in Mexican baseball, both on and off the field, with multiple championships and innovation awards in the Mexican Baseball League for its work in fan engagement, communications, marketing, and digital media.<\/p><p data-start=\"751\" data-end=\"976\">At that point, I had already been leading the club\u2019s paid media strategy for several years. Prior to 2022, advertising investment was focused almost entirely on traditional channels such as television, radio, and print media.<\/p><p data-start=\"978\" data-end=\"1290\">While the team consistently ranked among the league leaders in attendance, there was still an untapped opportunity. Despite the proximity, it was not common to see consistent attendance from fans traveling from Southern California, including San Diego, Chula Vista, Riverside, Los Angeles, and surrounding areas.<\/p><p data-start=\"1292\" data-end=\"1603\">For a team located just 8.5 miles from the world\u2019s busiest international border crossing at San Ysidro, and only 27 miles from a Major League Baseball stadium (Petco Park, home of the San Diego Padres), the opportunity was clear: a unique binational baseball market with a deep cultural connection to the sport.<\/p><p data-start=\"1605\" data-end=\"1850\">In 2024, we ran the first paid media test campaign targeting the United States for a weekend series near the end of the season. The campaign was executed on Meta platforms and resulted in a noticeable increase in attendance from U.S.-based fans.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-da3465e e-con-full e-flex e-con e-child\" data-id=\"da3465e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e47f822 elementor-widget elementor-widget-text-editor\" data-id=\"e47f822\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h4 data-start=\"101\" data-end=\"227\"><strong>2025 | A Turning Point<\/strong><\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bf51e27 e-con-full e-flex e-con e-child\" data-id=\"bf51e27\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fb100cc elementor-widget elementor-widget-text-editor\" data-id=\"fb100cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"1882\" data-end=\"2171\">Under the direction of Omar Canizales Soto, Executive President of Toros de Tijuana, and Juan Manuel Vega, Media Manager, we developed a full paid media strategy focused exclusively on English-language campaigns targeting the United States, primarily through Meta (Facebook and Instagram).<\/p><p data-start=\"2173\" data-end=\"2477\">One of the key learnings was the difference in cost efficiency between markets. U.S. campaigns delivered approximately 25 to 28 percent of the reach compared to the same investment in local Mexican targeting. This forced a more precise approach to audience segmentation, messaging, and budget allocation.<\/p><p data-start=\"2479\" data-end=\"2726\">Each week leading up to home games, campaigns such as \u201cBaseball &amp; Fiesta\u201d were deployed across Southern California, focusing on high intent zones such as baseball interest audiences, Mexican-American communities, and social areas around San Diego.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2563f11 e-flex e-con-boxed e-con e-parent\" data-id=\"2563f11\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2de59f9b e-con-full e-flex e-con e-child\" data-id=\"2de59f9b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-61cc9a3b e-con-full e-flex e-con e-child\" data-id=\"61cc9a3b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-6c97e281 e-con-full e-flex e-con e-child\" data-id=\"6c97e281\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-24f1ec95 e-con-full e-flex e-con e-child\" data-id=\"24f1ec95\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4a946dac e-con-full e-flex e-con e-child\" data-id=\"4a946dac\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-1fba2fa0 e-con-full e-flex e-con e-child\" data-id=\"1fba2fa0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1d2ff385 elementor-widget elementor-widget-heading\" data-id=\"1d2ff385\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Ladies Night U.S. Campaign<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-39841b6 e-con-full e-flex e-con e-child\" data-id=\"39841b6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-05bee3f elementor-align-center elementor-widget__width-initial elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"05bee3f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">July 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e49baa1 e-con-full e-flex e-con e-child\" data-id=\"e49baa1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-e696843 e-con-full e-flex e-con e-child\" data-id=\"e696843\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-6d7c5e9 e-con-full e-flex e-con e-child\" data-id=\"6d7c5e9\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f5c22ee e-con-full e-flex e-con e-child\" data-id=\"f5c22ee\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-b7ba95a e-con-full e-flex e-con e-child\" data-id=\"b7ba95a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-da24dbb elementor-widget elementor-widget-heading\" data-id=\"da24dbb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Baseball &amp; Fiesta U.S. Campaign<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6275d48 e-con-full e-flex e-con e-child\" data-id=\"6275d48\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-282a9f4 elementor-align-center elementor-widget__width-initial elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"282a9f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">June 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-83552a6 e-flex e-con-boxed e-con e-parent\" data-id=\"83552a6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7f8e739 e-con-full e-flex e-con e-child\" data-id=\"7f8e739\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-9ac246c e-con-full e-flex e-con e-child\" data-id=\"9ac246c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-d11e091 e-con-full e-flex e-con e-child\" data-id=\"d11e091\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8619ab6 elementor-widget elementor-widget-text-editor\" data-id=\"8619ab6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"2728\" data-end=\"2915\">While performance metrics remain confidential, the impact was clear. U.S. fan attendance increased significantly throughout the 2025 season, along with in-stadium spending and engagement.<\/p><p data-start=\"2917\" data-end=\"3242\">Beyond weekends, the effect was consistent across the week. Many fans from Southern California became regular attendees, frequently visiting concession areas and taking advantage of game-day pricing, including affordable ticket ranges and promotional nights designed to increase accessibility.<\/p><p data-start=\"3244\" data-end=\"3496\">For context, a 24 oz beer at Petco Park is priced at approximately 16.99 USD before tax, while in Tijuana the same size beer at the stadium was priced at around 5.50 USD, highlighting the value gap that also influenced cross-border attendance behavior.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-28b1750 e-con-full e-flex e-con e-child\" data-id=\"28b1750\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2183e4f elementor-widget elementor-widget-text-editor\" data-id=\"2183e4f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h4 data-start=\"101\" data-end=\"227\"><strong>Ticketing funnel<\/strong><\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7aaa450 e-con-full e-flex e-con e-child\" data-id=\"7aaa450\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-763819b elementor-widget elementor-widget-text-editor\" data-id=\"763819b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"3498\" data-end=\"3637\">In addition to audience targeting and messaging, one of the most important drivers of conversion was the structure of the ticketing funnel.<\/p><p data-start=\"3639\" data-end=\"3898\">For digital ticket sales, the club worked with its official ticketing provider, Boletomovil. However, instead of directing U.S. campaigns to the standard Spanish-language platform, traffic was routed to Ticketmatch, the English-language version of the system.<\/p><p data-start=\"3900\" data-end=\"4070\">This allowed us to eliminate language friction at the point of purchase and maintain a fully localized experience for U.S.-based audiences without sacrificing conversion.<\/p><p data-start=\"4072\" data-end=\"4256\">At the same time, each campaign was structured with dedicated tracking links per game and per placement, including Facebook Feed, Facebook Stories, Instagram Feed, and Instagram Reels.<\/p><p data-start=\"4258\" data-end=\"4499\">This approach made it possible to clearly evaluate performance by placement, audience behavior, and creative format, allowing us to refine budget allocation and optimize future campaigns based on real conversion data rather than assumptions.<\/p><p data-start=\"4501\" data-end=\"4587\">This structure turned paid media from awareness into a measurable acquisition channel.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6f68025d e-flex e-con-boxed e-con e-parent\" data-id=\"6f68025d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7665818 e-con-full e-flex e-con e-child\" data-id=\"7665818\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-11a22a4e e-con-full e-flex e-con e-child\" data-id=\"11a22a4e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-18d68dc4 e-con-full jkit-sticky-element--enabled e-flex jkit-sticky-element-on--down jkit-sticky-position--sticky e-con e-child\" data-id=\"18d68dc4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;jkit_sticky_device&quot;:[&quot;desktop&quot;,&quot;tablet&quot;],&quot;jkit_sticky_top_position&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:100,&quot;sizes&quot;:[]}}\">\n\t\t<div class=\"elementor-element elementor-element-18ba94ac e-con-full e-flex e-con e-child\" data-id=\"18ba94ac\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7fe2bee9 elementor-widget elementor-widget-heading\" data-id=\"7fe2bee9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">AUGUST 2025<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-465e7b7a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"465e7b7a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3b2fc6d2 e-con-full e-flex e-con e-child\" data-id=\"3b2fc6d2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f7cebf elementor-widget elementor-widget-heading\" data-id=\"f7cebf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Toros de Tijuana U.S. campaigns<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fcab873 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"7fcab873\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"447\" src=\"https:\/\/hectorrivera.me\/wp-content\/uploads\/2026\/05\/Procura_los_colores_de_fondo_s_Nano_Banana_Pro_94591-1024x572.png\" class=\"attachment-large size-large wp-image-437\" alt=\"\" srcset=\"https:\/\/hectorrivera.me\/wp-content\/uploads\/2026\/05\/Procura_los_colores_de_fondo_s_Nano_Banana_Pro_94591-1024x572.png 1024w, https:\/\/hectorrivera.me\/wp-content\/uploads\/2026\/05\/Procura_los_colores_de_fondo_s_Nano_Banana_Pro_94591-300x167.png 300w, https:\/\/hectorrivera.me\/wp-content\/uploads\/2026\/05\/Procura_los_colores_de_fondo_s_Nano_Banana_Pro_94591-768x429.png 768w, https:\/\/hectorrivera.me\/wp-content\/uploads\/2026\/05\/Procura_los_colores_de_fondo_s_Nano_Banana_Pro_94591-1536x857.png 1536w, https:\/\/hectorrivera.me\/wp-content\/uploads\/2026\/05\/Procura_los_colores_de_fondo_s_Nano_Banana_Pro_94591-2048x1143.png 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-659599ba e-con-full e-flex e-con e-child\" data-id=\"659599ba\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fc634a3 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fc634a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b3ed5b elementor-widget elementor-widget-heading\" data-id=\"3b3ed5b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">paid media<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6cbbc655 e-flex e-con-boxed e-con e-parent\" data-id=\"6cbbc655\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a04f23 e-con-full e-flex e-con e-child\" data-id=\"a04f23\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1c8bf83b elementor-widget__width-initial elementor-widget elementor-widget-jkit_heading\" data-id=\"1c8bf83b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"jkit_heading.default\">\n\t\t\t\t\t<div  class=\"jeg-elementor-kit jkit-heading  align-center align-tablet- align-mobile- jeg_module__2_6a23c0735ef98\" ><div class=\"heading-section-title  display-inline-block\"><h2 class=\"heading-title\">More than campaigns &amp; clicks,<span class=\"style-color\"><span>a system built for real fan conversion.<\/span><\/span><\/h2><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-882b389 e-flex e-con-boxed e-con e-parent\" data-id=\"882b389\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7e9ee4d e-con-full e-flex e-con e-child\" data-id=\"7e9ee4d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-05f457e e-con-full e-flex e-con e-child\" data-id=\"05f457e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-3be72d8 e-con-full e-flex e-con e-child\" data-id=\"3be72d8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2556ad4 elementor-widget elementor-widget-text-editor\" data-id=\"2556ad4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"4630\" data-end=\"4934\">What started as a geographic opportunity quickly became a structured growth system for cross-border baseball audiences. The combination of localized messaging, English-first communication, and a simplified purchase journey transformed paid media into a direct driver of attendance and in-stadium revenue.<\/p><p data-start=\"4936\" data-end=\"5129\">More importantly, it shifted how the organization understood digital investment. Paid media was no longer seen as promotion, but as infrastructure for fan acquisition and real-world conversion.<\/p><p data-start=\"4936\" data-end=\"5129\">The momentum built during these years helped lay the foundation for continued growth in the U.S. market. The club\u2019s ability to leverage opportunities such as the addition of MLB veteran Justin Turner in 2026 has strengthened its visibility and presence in the United States.<\/p><p data-start=\"5131\" data-end=\"5478\">For me, the 2024 and 2025 seasons marked my first full experience working exclusively in English-language communication and paid media strategy. Without knowing it at the time, this experience later became a key factor in my hiring by Baseball United, the first professional baseball league in the Middle East based in Dubai, United Arab Emirates.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Case Study Toros de Tijuana US Campaigns Driving Cross-Border Fan Growth Through Paid Media By 2025, Toros de Tijuana had already established itself as one of the most relevant organizations in Mexican baseball, both on and off the field, with multiple championships and innovation awards in the Mexican Baseball League for its work in fan [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_canvas","meta":{"footnotes":""},"class_list":["post-861","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/hectorrivera.me\/es\/wp-json\/wp\/v2\/pages\/861","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hectorrivera.me\/es\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/hectorrivera.me\/es\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/hectorrivera.me\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hectorrivera.me\/es\/wp-json\/wp\/v2\/comments?post=861"}],"version-history":[{"count":46,"href":"https:\/\/hectorrivera.me\/es\/wp-json\/wp\/v2\/pages\/861\/revisions"}],"predecessor-version":[{"id":1005,"href":"https:\/\/hectorrivera.me\/es\/wp-json\/wp\/v2\/pages\/861\/revisions\/1005"}],"wp:attachment":[{"href":"https:\/\/hectorrivera.me\/es\/wp-json\/wp\/v2\/media?parent=861"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}