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NO MORE CAPS AND FROWNS: LEONSIS OFFERS BOLD MARKETING PLAN

          Capitals Owner Ted Leonsis "outlined his specific plans
     to revive interest in the team" last night at the team's
     annual preseason press dinner, according to Eric Fisher of
     the WASHINGTON TIMES, who writes that the team's marketing
     effort this season will include an "improved game
     experience" at MCI Center, a new ad campaign and "major
     efforts" to increase ticket sales and community service. The
     team has already lowered ticket prices and stressed a
     "renewed commitment to guest services."  The ad campaign
     "easily will be the largest in team history."  It will
     include TV, print, radio and the Internet components and
     have the tag, "Always Intense." Fisher writes that the
     team's new Web site, at www.washingtoncaps.com, will launch
     Saturday and "will likely be the most extensive of any" pro
     sports team.  It will feature real-time scores, sortable
     statistics and standings for the entire NHL, ticket and
     merchandise sales and directions to MCI Center from anywhere
     in the country.  The team has also "issued" laptop computers
     to all players and set them up with AOL accounts so they can
     post comments "frequently on the site to boost fan access to
     the team."  Though the site will be free to fans, Leonsis
     "intends to turn it into a major revenue generator" through
     advertising, as Leonsis aims to have one million page views
     per month.  Leonsis added that season ticket sales have
     "improved by more than" 2,000 since he bought the team four
     months ago, up almost 70% from the 3,000 base he "inherited"
     (WASHINGTON TIMES, 9/30).  DC's WBDC-WB will air two
     additional Caps games this season, bringing the combined
     total on WBDC and HTS to 56 (WASHINGTON TIMES, 9/30).

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