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THE A'S SELECT NEW AD AGENCY; A LOOK AT HOW TEAM'S ADVERTISE
Published February 13, 1995
The Oakland Athletics Baseball Company announced the selection of San Francisco-based Hoffman/Lewis as its new ad agency. One focus of the Hoffman/Lewis ad campaign is the A's new ticket policy reducing ticket prices through April, regardless of whether replacements are in uniform. Ticket prices have been rolled back to '81 levels and reduced up to 78%. A's VP/Business Operations Alan Ledford: "These are unusual times for Major League Baseball. Given the current labor situation, our marketing challenge is to re-awaken fan interest in the A's and bring them back to the Oakland Coliseum." According to the A's, Hoffman/Lewis created a "unique, highly recognized campaign" for the Oakland-Alameda County Coliseum Commission last summer. This effort raised awareness and support for keeping the A's in Oakland (A's). OTHER AD NEWS: According to NEWSDAY's Steve Zipay, new sales pitches for most MLB teams "essentially will cover three bases: the image of the game, lower prices and the ballpark atmosphere." The Tigers' current TV ads feature hot-dog vendors; the Dodgers portray a trip to the park as "enhancing family values"; and the Yankees promote a stadium tour including the field and the dugouts (NEWSDAY, 2/10).