9:38PM Wednesday
February 27, 2013

"This is a Tribe town," will be the theme of the-of the Cleveland Indians' 2013 brand campaign, the first installment of which the team released Friday morning. Replacing the two-year run of "What If?," The campaign features a series of videos of Tribe players and personalities detailing why they've chosen to join or remain a part of the organization and the city of Cleveland.

In the first installment, new manager Terry Francona, whose father, Tito, played for the Indians from 1959-1964, details how his passion for the Indians, their fans and the city played a vital role in his decision to return. The campaign also will appear in television, radio, print, online, and out-of-home advertising.

"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 rea...