The Marlins are "filming an innovative advertising
campaign that seeks to regain the confidence of fans -- by
telling the truth," according to Cynthia Corzo of the MIAMI
HERALD. The "honest" campaign features four Marlins players
-- P Alex Fernandez, 3B Mike Lowell, CF Preston Wilson and
LF Cliff Floyd -- telling team execs "what they think of the
team" and introducing players, "some virtually unknown to
many fans." The four spots will begin airing in the Miami
area on January 31 "to try to convince Marlin fans that the
new crop of players are good, hardworking guys" deserving of
fan support. Courtney & Watson Advertising exec Cliff
Courtney, who handles the team's account, said, "For the
first time we're telling it like it is . Telling fans 'we
know how you feel and we're here to give you what you want -
- a team with heart.' We got real opinions from fans. ...
The best spots are those where you are honest with the
consumer, where you don't try to sell." In the ads, Wilson
is shown in the batting cage "before breakfast" and tells
the fans that "mediocrity is not an option," while Fernandez
"implores fans to 'come back.'" The Marlins averaged 17,387
fans in '99, "lower than the expected" 20,000. The team
sold 12,500 season tickets, down from 16,500 in '97, the
year the team won the World Series (MIAMI HERALD, 1/12).
