UCLA Marketing Tickets To Fresno State Fans For Saturday's Game
 |
UCLA Marketing Tix To Opposing
Fans In Hopes Of Filling Rose Bowl |
The UCLA marketing department took out an ad in the Fresno Bee this week and "purchased radio spots in the Fresno area aimed at Fresno State supporters" in attempts to sell more tickets to this weekend's football game between the two schools at the Rose Bowl, according to Brian Dohn of the L.A. DAILY NEWS. The quarter-page ad promoting the game stated "Fresno State vs. UCLA" with the phrase "So you can say 'I was there.'" A picture of the Rose Bowl was also in the ad. UCLA officials are expecting 70,000 fans to attend Saturday's game at the 91,136-seat stadium, and UCLA Assistant AD/Marketing Scott Mitchell said that advertising "in the Central San Joaquin Valley was a necessity because it is his job to fill the Rose Bowl." Mitchell noted the campaign is directed to fans of both teams, but said, "If we weren't playing Fresno State, we wouldn't run the ad." Sources said that UCLA's original ad "included a picture of [Fresno State QB] Tom Brandstater, but his image was replaced after Fresno State officials complained the ad looked like it was purchased by their school." Meanwhile, the radio ads say, "Bulldog fans. Don't miss your chance to see history. The Bulldogs are ranked in the Top 25 and heading south this weekend looking for their first-ever win at the Rose Bowl against the Bruins of UCLA." Mitchell and Fresno State Associate AD for External Relations & Broadcasting Paul Ladwig said that UCLA bought the ads after Fresno State "balked at UCLA's request to sell more tickets." UCLA coach Rick Neuheisel said that he "was not aware of the ads" until he was asked about it yesterday (L.A. DAILY NEWS, 9/25).
SOMETHING STRANGE BRUIN: In L.A., Chris Foster notes the ads are the "latest in a marketing campaign that appears to rely on attention-grabbing ads while [UCLA] struggles on the field." Before the season began, the school's marketing department ran an ad stating, "The football monopoly in Los Angeles is officially over." UCLA ran another ad telling fans that there "was room on 'the bandwagon' following a season-opening victory over Tennessee." Neuheisel "tried to play the ad campaign off with a laugh," saying, "I trust them. They're the marketing department. They don't ask me what I'm going to call on third and one either." Cal State Fullerton marketing professor Thomas Boyd said of the effort: "I don't think their marketing is bad. I think it may lack a little finesse." Boyd: "It is the marketing department's job to fill the stadium. You have to judge the effect on your own fans" (L.A. TIMES, 9/25).
|
