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July 1, 2015 | Volume 13, Issue 10
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THE TAMPA BAY RAYS ENCOURAGE THEIR FANS TO "RAYS UP"
The Tampa Bay Rays continue their "Rays Up" campaign and call their fans to support the team in the 2015 season.
By: Alby Abalos
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Click the image above to check out the Rays' opening day countdown video!
Dear Faithful Readers,
Being the author of the National Sports Forum’s “Selling It…” articles has given me the opportunity to research and learn about many different creative promotions, innovative campaigns, and other revenue generating ideas that different teams and organizations are activating in the Sports Industry. It has been my privilege to put these stories together for you and your organization to gain new ideas and insight and I hope you have been enjoying the read.
With the 2015 MLB season nearing the halfway point, I wanted to present you with a story on the Tampa Bay Rays’ campaign, “Rays Up”. The Rays continued this campaign from their successful 2014 season into the 2015 season to rally the Tampa Bay community behind their baseball team. Community support is important for any professional sports franchise and this campaign has proven to be beneficial for the Rays and the Tampa Bay community.
Hope you enjoy the story and thank you for the continued support of “Selling It…”!
Cheers,
Alby Abalos
Marketing Coordinator
P.S. – If you would like to showcase a particular promotion, campaign, program, or renovation your organization is proud of, feel free to reach me at [email protected].
PROGRAM TITLE
Tampa Bay Rays: "Rays Up"
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OBJECTIVES
The Tampa Bay Rays were known as the “Tampa Bay Devil Rays” before their change in ownership in 2008. Since then, the Rays focus has been on rebranding and energizing the Tampa Bay community with Rays baseball. In recent seasons, the Rays have had trouble getting fans into the ball park to support their team despite having a large fan base. In 2014, the Rays carried out their campaign “Rays Up” to encourage their fans to raise up and support their team at the ball park. The Rays continued with this theme into the 2015 season with the hope of having the Tampa Bay community support their team and sell out every seat in the ball park.
PROGRAM DESCRIPTION
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The main objective of the “Rays Up” campaign was to be a call-to-action for Rays fans to come to the games. This was a push for fans to support their team at the ball park instead of watching at home on their couch. Encouraging the Tampa Bay community to join the team at the ball park has not been the easiest task because, although there are many Rays fans in the community, there are also many other sports teams in the area that the people have loyalties to.
The campaign consisted of various advertisements such as billboard spots, television spots and social media activation containing their “Rays Up” theme. Along with the advertisement spots, the Rays put on concerts for the community, conducted fan give aways, and produced bobbleheads to encourage fans and further their brand. The Rays’ 2015 team brand strategy consists of excellence, energy, and affiliation with the community. They want their fans to know that they are part of a lifestyle plan as they head into their successful future.
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Click the image above to view the Rays website!
PARTNERSHIP
The Rays’ “Rays Up” marketing campaign was developed internally. Local advertising agencies assisted with producing the advertisement spots.
RESULTS
The Rays have been very fortunate to receive positive feedback on this campaign from the Tampa Bay community. They have seen an increase in ticket sales and attendance due to the increased rallying of the community behind their team. Many fans have been mentioning the Rays more on their social media platforms as a result of their “Rays Up” campaign. The “Rays Up” campaign has revolutionized the Rays team within the Tampa Bay community. Overall, this campaign was well-received in the community and has been successful for the Rays.
LOOKING AHEAD
The Rays continued the “Rays Up” campaign from their 2014 season with the hope of further building their brand equity. This campaign looked to brand the team and their logo for the community. The organization hopes the emphasized branding within the community would translate into fan loyalty and encourage their fans to raise up off their couch and come to the games. The “Rays Up” theme has proven to be successful and has been discussed internally for future use.
CONTACT
For more information, contact:
Darcy Raymond, Vice President, Marketing & Entertainment, Tampa Bay Rays
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ABOUT THE NATIONAL SPORTS FORUM
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2016 NSF Conference and Trade Show will be held on February 14 - 16, 2016 in Portland, OR. Visit www.sports-forum.com.
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OUR PARTNER
Budweiser is back for their 13th year with the NSF as they are the Official Sponsor of the "Budweiser Gala" that will take place on the evening of Tuesday, February 16, 2016. Anheuser-Busch, Inc., a diversified corporation, is the world's largest brewer with 12 domestic breweries and distribution in more than 80 countries.
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