Marketing push gears up

Posted Feb 21, 2008 by Marc Lancaster

Updated Feb 21, 2008 at 10:00 AM

The Rays’ marketing for the upcoming season is kicking into high gear with Fan Fest approaching this weekend. The team released its 2008 promotional schedule this morning and gave the media an advance peek at its new ad campaign.

First, the promotions. More than half the Rays’ home games—42 of 81—will feature a giveaway, concert or other event. That’s five more than last year and more than twice as many as in 2006. Every Friday, Saturday and Sunday home game will feature some sort of promotion.

Some highlights:

April 19 - Rays car flag to first 10,000 fans (Wrestling Night)
April 20 - Akinori Iwamura wristbands to the first 7,500 kids 14 and under
May 10 - Carlos Pena figurine to first 10,000 fans (International Night)
May 11 - Pena Silver Slugger wiffle ball bat to first 7,500 kids 14 and under
May 31 - Rays trucker hat to first 10,000 fans (Country Night)
June 15 - Carl Crawford T-shirt to first 7,500 kids 14 and under
July 6 - Rays batting helmet to first 7,500 kids 14 and under
July 20 - Rays backpack and back-to-school pack to first 7,500 kids 14 and under
Aug. 2 - B.J. Upton figurine to first 10,000 fans (African-American Celebration)
Aug. 30 - James Shields figurine to first 10,000 fans (Sci-Fi Night)

The Rays also will bring back the Saturday night concert series and promise to have higher-profile acts this time around.

As for the ad campaign, it centers on the theme “We Are One Team” and unlike in years past will prominently feature Rays players. Mock-ups of print ads include Carlos Pena, B.J. Upton, Carl Crawford, Scott Kazmir and Jonny Gomes with teammates and interacting with fans. Television ads that begin airing in mid-March will highlight the new blue colors and sunburst look into a series of player shots. A panel featuring Crawford reads “One Speedster” and another for Kazmir says “One Strikeout King.”

“You’ll see our players featured much more this year, whether it’s in our advertisements or in our media guide,” said Rays president Matt Silverman. “The on-field product is front and center this year and the optimism is at an all-time high.”