Drumming Up Interest: Rays Launch New High-Energy Ad Campaign

Rays Seeking To Lure Fans With Concerts, Promotions

The Rays' new ad campaign for the '10 season launches today with a "high-energy, toe-tappin' drum line beat showcasing such team icons as Carl Crawford stealing bases" and Evan Longoria "swatting home runs," according to Robert Trigaux of the ST. PETERSBURG TIMES. The "fun and snappy" ads are "part of a larger marketing message for a hopefully broader and larger audience." The campaign, via Pyper Paul + Kennedy, Tampa, "features a drum line sound track." The Rays "want area high school band drum lines to compete and submit recorded music to be featured in Rays TV and radio ads." Rays VP/Marketing & Community Relations Tom Hoof said that the "best of the drum lines may end up performing on Friday night Rays games, perhaps atop the dugouts" at Tropicana Field. The Rays through the ads "promise an afternoon or evening of fresh giveaways, creative T-shirts, teenager specific hangouts, local entertainment, post-game fireworks and some well known Saturday night concerts with bands that range from ZZ Top to The Go-Go's." There is "even a signature Rays drink under development -- a rum based, frozen, tropical drink served in a customized yard glass." Meanwhile, Hoof  and Rays Senior VP & Chief Sales Officer Mark Fernandez are "hyperfocused on building attendance on Friday night games," and there is an "emphasis on extra 'Friday Fest' entertainment." A giveaway on Friday, April 23 will feature a "T-shirt, probably pink and cut for a woman, that expresses admiration" for Longoria (ST. PETERSBURG TIMES, 3/16).