Under the guidance of Michael Bidwill, son of Cardinals
Owner Bill Bidwill, the Cardinals have a new marketing plan
for the upcoming season and are "spending more money on
advertising than ever before," according to Kent Somers in
the ARIZONA REPUBLIC. Somers: "Compared with the way other
sports franchises market their products, Bidwill was about
as progressive as the Amish." In the off-season, Michael
Bidwill, team officials and the team's ad agency developed a
year-long campaign, on which the team is spending
"significantly" more in TV ads, although Michael Bidwill
declined to reveal figures. The theme of the campaign is
that "the pieces for developing a winner ... are beginning
to come together." The team is targeting kids and women by
expanding its kids clubs and offering interactive events at
home games and by offering introductory football classes to
women. The team's select-a-seat promo was also "revamped
into more of a family outing," concentrating on "convincing
kids to become Cardinals fans" (AZ REPUBLIC, 5/12).
