The Marlins experimented with "on-air" electronic signs for
the first time during Wednesday night's telecast against the
Padres. During the seventh inning, the word "Marlins" was
superimposed electronically behind home plate and "could be seen
only by viewers watching the Sunshine Network's broadcast." The
electronic sign was developed for the team by Princeton
Electronic Billboards. Marlins President Don Smiley believed the
test "worked well," but said there are "improvements that need to
be made before we sell it to sponsors. But now we have a tape to
show when we speak of this to potential advertisers." Smiley
would not say whether the team would begin selling on-air signs
this season (Barry Jackson, MIAMI HERALD, 7/7).
LUV YOUR BUCS: Starting this month, the Buccaneers will
"shift into high gear" with a promotional campaign aimed at
"burying the past" and selling the future. The theme, "It's a
New Day in Tampa Bay," has already begun running on local radio
stations, and is followed by Bucs ticket information. The
campaign will run heavy through August, and TV and radio
stations, along with the Tampa Tribune, have pledged free ad time
and space for the promo. It will also be featured on billboards
across the city. Leffler Agency of Baltimore is handling the
Bucs account and overseeing the campaign (Kevin Walker, TAMPA
TRIBUNE, 7/7).
