For the 2017 baseball season, LEGO Systems launched a 15-market tour of Double-A and Triple-A Minor League Baseball (MiLB) stadiums. The tour offered baseball fans a hands-on LEGO build experience relying on existing assets only (play tables, models, etc). Responsibilities included development of all aspects of identity, developing a Marketing Tool Kit for teams to leverage their owned channels, producing training materials for staff, reporting of metrics to the client, and designing and maintaining the tour’s presence on the LEGO.com “Events” microsite.