The Dolphins and Pro Player Stadium are "teaming up" on
a new ad campaign "designed to coax fans out of their living
rooms and into stadium seats," according to Alan Snel of the
Ft. Lauderdale SUN-SENTINEL. The move marks the "first
time" the two organizations will run TV spots, newspaper ads
and billboards together in a co-marketing effort. FL-based
Ad Team will handle the creative of the $1M account, and
agency President Zev Auerbach said the ads "should start
running by late May." The campaign's theme is: "Dolphins
football at Pro Player Stadium. Feel the power. Catch it
live." Dolphins VP/Sales & Marketing Bob Reif says that the
team "hopes" to sell out its 10,200 club seats for the
season and "is gunning" to sell a total of 60,000 season
tickets at the 75,000-seat stadium (SUN-SENTINEL, 4/30).
Pro Player is also spending "more than" $2M to covert the
second-level press area into "what will be the venue's three
most expensive suites" for the '99 season. Pro Player hopes
to double the price of its "priciest" seats, which currently
cost $300,000 a year for all Dolphins and Marlins home
games. Pro Player Stadium President Bob Kramm says that
officials are "negotiating with two national firms -- which
have strong South Florida presences -- to lease a pair of
the suites," but "would not identify them." The stadium
"would like" to arrange "at least" 5-10 year leases for "at
least" $500,000-600,000 a year (SUN-SENTINEL, 4/30).
