SBD/March 13, 2014/Franchises

Rays Introduce "Rays Up" Campaign With Sights On Improved Attendance At The Trop

The Rays have introduced a "new advertising campaign and slogan: 'Rays Up,'" a slogan that is "a clever play about an aspiring team that's had 90-plus wins in each of the past four seasons," according to Robert Trigaux of the TAMPA BAY TIMES. The slogan also is "a call to arms," as the franchise "hopes fans will rise up to support a quality team by attending more games." The campaign will launch this weekend and next week with "print, radio and TV ads, billboards, and an increasing dose of social media marketing via Twitter and Facebook." The team has sold "nearly 10,000 'Flex Pack' ticket packages, which start at three games (no blackouts) for $49." Some "Rays Up" ads will "focus on promoting the Flex Pack, which gets fans to commit to more than one game at the season's start." It is no wonder the Rays are "improving their fan database to offer more individualized promotions based on a fan's history of attending specific games or buying specific food, drink or Rays gear." The organization also is "working hard to finish a 360-degree walkway around the stadium's lower bowl from which fans can socialize and get a different perspective on the field" (TAMPA BAY TIMES, 3/13).
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