Rays To Push For More Season Ticketholders

The American League champion Tampa Bay Rays launched the first of two 2009 marketing campaigns Monday with an innovative focus on selling season tickets, designed to capitalize on local interest built last season during the team's first-ever run to the World Series.

Rays management has set priority on enhancing business and individual season ticket sales with the initial marketing campaign focusing purely on season ticket sales, said Mark Fernandez, senior vice president/chief sales officer. That differs from previous years when the team pushed one marketing campaign and a slogan intended to capture the fans' expectations. Last year, that evolved into a "Feel The Heat" slogan when the Rays moved closer to playoff contention.

A second campaign will begin this year around opening day in April to carry the Rays through the season.

"We intend to allocate 40 percent of our marketing budget on the season ticket sales drive this year," said Tom Hoof, vice president, marketing/community relations.

The print ads that began Monday and the TV ads that are scheduled to begin Tuesday are intended to drive home multiple messages to prospective season ticket buyers, who can save 35 percent on various packages compared with the cost of individual game tickets. The lowest price is $213 for a 20-game package.

Package ticket purchasers also get other benefits: weekend packages, choosing seat locations, priority in purchasing tickets for post-season games, personal service for questions and a wrist band to get on the field for concerts following Saturday games.

Rays Manager Joe Maddon provides the voice for the TV ads, which combine new clips for TV and new still photos for print ads, most of which were filmed at Progress Energy Park showing players like Scott Kazmir and Carlos Pena working out for the 2009 season, along with action clips from 2008.
Season ticket sales have gained interest in Hillsborough County since mid-season of last year, reflective of interest in the team in its entire market, Rays officials said. Fans were able to establish a priority for post-seasons games last year, which is one of the major selling points for season ticket sales heading in into 2009.