The Los Angeles Angels in Anaheim signed Santa Ana-based Amusement Park to create a campaign targeting “women and other groups typically outside the scope of MLB marketing.”

The communications program will “highlight the experience of going to a baseball game,” Amusement Park Creative Director Courtney Betley said in a statement. “It’s so much more than the action on the field. It’s the sights, the sounds, the food, the tradition, and ultimately it’s about building memories and connecting with family, friends and America’s pastime.”

Amusement Park will handle strategy, creative and media buying.

“We are always looking for ways to improve the Stadium experience for our fans,” said Angels President John Carpino. “Amusement Park’s expertise will assist us in various ways to appeal to various demographic groups throughout Southern California. We are confident we have found the right partner to help us deliver this message of affordable and fun family entertainment.”