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Rays: 'We come to play'

Devil Rays unveil a new marketing campaign, complete with a new slogan.

By LOUIS HAU
Published February 20, 2006

Feb. 21 - The Tampa Bay Devil Rays unveiled a marketing campaign Monday with a new catch phrase: We Come To Play.

That modest-sounding slogan reflects a marketing effort akin in spirit to the team's $10-million renovation of Tropicana Field.

Just as much of the Trop's renovation is focused on elemental needs, such as a new exterior paint job and improved restrooms, the team's 2006 marketing campaign strives to address fundamental issues, such as increasing direct engagement with fans and expanding efforts to court Hispanics.

"If people don't even remember the (catch phrase), that won't bother us," Rays president Matt Silverman said. "It's more about building awareness and excitement and carrying it through the course of the season."

The team has unveiled new billboards and radio ads, and expects to launch new TV ads next week, said Rays senior marketing director Tom Hoof.

Some of the campaign will be targeted at Spanish-speaking fans. For instance, a new billboard featuring Rays second baseman Jorge Cantu will feature English wording in some areas, Spanish in others. The team is making plans to offer Spanish-language game telecasts on TV, Hoof said.

The Rays also have bought a Hummer H2 emblazoned with the team's logo that will visit local events, show game clips on a video monitor and sell tickets via an onboard computer.

Separately, the Rays have reached an agreement with Delta Air Lines under which the team will fly in and out of St. Petersburg-Clearwater International Airport, instead of Tampa International.

[Last modified February 20, 2006, 18:58:02]