The Rays yesterday unveiled their '15 advertising and marketing campaign, "opting to build upon the 'Rays Up' message introduced last year," according to Robert Trigaux of the TAMPA BAY TIMES. While the move "offers continuity at the start of a season awash with new managers, coaches and players, it also signals how sharp and versatile 'Rays Up' has proved to be." Team execs believe the "Rays Up" phrase -- which "can be interpreted so many ways to good effect -- is worth investing in for another marketing cycle." Expect 3B Evan Longoria, "already a cornerstone of the Rays team and its marketing machine, to gain even more prominence." The latest Rays TV ad, which is "about to air and already has been teased to Facebook viewers, features Longoria prominently talking about embracing change." Rays Senior VP and Chief Sales Officer Mark Fernandez said, "Evan has been one of our constants of success on the field and is doing some incredible things off the field, too." Rays VP/Marketing & Game Entertainment & Fan Experience Darcy Raymond added, "We see Evan as our Derek Jeter, with that kind of commitment to lead the team." Trigaux writes "watch for the Rays (sunshine) 'burst' graphic that appears on player hats and shirts to gain an even higher profile." Rays VP/Sales & Service Brian Richeson said, "It's kind of our Nike swoosh." Trigaux: "Also watch for more 'Carolina blue' on Rays uniforms rather than the darker cobalt blue so commonly used by some other teams." Furthermore, the club wants to "leverage the 'Rays Up' message in the team's expanding community involvement" (TAMPA BAY TIMES, 3/19).
FAN FRIENDLY: In Tampa, Alexis Muellner noted the Rays' sunburst logo "will be more of a focal point than ever, in part because the owner and fans think it's cool, and because it symbolically speaks to the team's sense of place, community involvement and energy." Meanwhile, the team has "licensed music for a custom theme to its TV and radio spots" again this year. It "engaged electronic music artist Diplo to craft 'Revolution,' this year's theme song, which will be played when the Rays take the field" (BIZJOURNALS.com, 3/18).
