GOODYEAR, Ariz. -- The Indians have unveiled their new slogan for the 2013 season: This is a Tribe town.
Cleveland's new branding campaign, which replaces the "What If?" motto from the past two seasons, was revealed Friday, coinciding with the opening of the team's Cactus League slate. The new campaign features a series of videos of Indians players and personalities explaining why they chose to be a part of the Indians organization and the city of Cleveland.
First up in the video and audio campaign -- which will appear on television, radio, print, online and other ads -- is first-year manager Terry Francona, whose father, Tito, played for the Indians from 1959-64.
"I spent the first six years of my life here, going to the stadium with my dad: cheering for the Tribe, cheering for Cleveland," Francona says in the video, which can be viewed at indians.com. "This is a town that doesn't give up. Being a Cleveland sports fan takes resilience. The passion is real. The fans are real. Cleveland is a Tribe town."
Others featured in the campaign include radio play-by-play man Tom Hamilton, first baseman Nick Swisher, bench coach and former Indians catcher Sandy Alomar, Jr., and center fielder Michael Bourn.
"'This is a Tribe town' captures perfectly the passion we feel for our fans and the community we serve," Indians president Mark Shapiro said in a statement.