The Marlins, as part of their new marketing campaign,
have "enlisted" FL-based AdverTrailer Systems to apply a 3M
vinyl surface showing teal images of players on the sides of
three 28-foot trucks "that are driven to and parked in high-
traffic neighborhoods," according to Alan Snel of the Ft.
Lauderdale SUN-SENTINEL. The fleet, which includes two
English-language trucks and one Spanish-language truck, took
to the streets two weeks ago, "hitting" such spots as
downtown Miami, Miami Beach, Ft. Lauderdale and Boca Raton.
Tracking devices on the AdverTrailer trucks allow their
routes to be charted with the time spent in neighborhoods.
The trucks have a monthly rental fee of $2,400 each, plus a
one-time charge of $2,800 (SUN-SENTINEL, 3/21).
TARGET AUDIENCE: The Marlins "have enlisted its younger
players to participate in its current general marketing and
Hispanic communications programs." Nuestros Marlins (Our
Marlins) and Emocion (excitement) "are working themes of the
team's latest Hispanic marketing efforts" that debuted this
month on TV and in outdoor campaigns. The Hispanic TV ads
feature non-Hispanic players like Derek Lee and Brian
Meadows learning dominos and the merengue. At the end of
each spot, Marlins Special Assistant to the GM Tony Perez
says, "These guys have talent" (SUN-SENTINEL, 3/20).
