SBD/30/Sponsorships Advertising Marketing

MORE FALLOUT FROM THE MARKETING DIVISION FOR THE PIRATES

     The Pirates continue to run off-beat ads to boost
attendance.  The club "has been poking fun at its dismal
attendance and using other jokes to reach out to unsmiling fans."
The humor is meant to "be self-deprecating."  One recent ad:
"Our marketing department's exhaustive research has concluded
that our low attendance figures may be due in large part to
uncomfortable seating.  Please remember to fold the seat down.
Thank you."  A few Pirate fans have complained about the ads,
questioning if the team was "calling them stupid."  One ad for a
recent Pirates/Reds game read:  "A Bunch of SNARLING, RUTHLESS,
CUTTHROAT, SEAFARING BANDITS versus a primary color."  Steve
Greenberg, Pirates VP/Marketing: "This season is a wash.  We will
poke fun at ourselves, even if they don't come to the game"
(KNIGHT RIDDER/TRIBUNE BUSINESS NEWS, 8/30).  The Pirates drew
7,634 for their game last night, in which pitcher Paul Wagner
came within one out of a no-hitter (THE DAILY).
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