Amid all the offseason free-agent signings, stadium improvements and plans for a new TV channel, the new Dodgers ownership group decided it was time to clearly communicate to fans that the McCourt era is indeed over.

Its new rallying cry for the 2013 season is “A Whole New Blue,” a slogan at the center of a vast advertising campaign being rolled out by the team on billboards, TV, print, radio and social media.

The ad blitz is meant to jump-start season ticket sales and draw attention to investments made in the team, ranging from new players to a new scoreboard, said Lon Rosen, Dodgers executive vice president and chief marketing officer.

“‘A Whole New Blue’ sends that message of improving the fan experience,’” Rosen said.

The campaign, which focuses on players such as Clayton Kershaw and Matt Kemp, is a departure from promotions in recent seasons, in which Dodgers billboards featured such L.A.-centric celebrities as Justin Bieber and Kim Kardashian.

Rosen selected the pitch from Culver City-based ad agency Walton Isaacson. The firm, which beat out a handful of others for the job, was co-founded by advertising veterans Aaron Walton and Cory Isaacson in 2005 with an investment from Earvin “Magic” Johnson, who is also a part owner of the baseball team.

Walton said the agency focused on making the campaign as inclusive as possible by, for example, creating Spanish-language ads to appeal to the team’s sizable Latino fan base. Other considerations included depicting the players in what Walton called a heroic or cinematic fashion.

Rosen and Walton declined to give specifics of how much money the Dodgers are investing in their rebranding efforts, but Walton, a self-described Dodgers fan, said he made sure to include season tickets in his contract.

“We are getting some tickets to each of the games,” Walton said. “That’s part of what we wanted.”

– Jonathan Polakoff

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