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Tampa Bay Rays

Creating community dialog using digital.

Company: Tampa Bay Rays
Product: Major League Baseball team
Format: Digital Billboards

“The Clear Channel digital billboards were a great way to welcome our newest acquisitions to the Tampa Bay market.” Brian Killingsworth, Senior Director of Marketing and Promotions Tampa Bay Rays

The Challenge

Leading up to the 2011 season, the Tampa Bay Rays had signed two high profile players, Johnny Damon and Manny Ramirez. This move was particularly unique for the Tampa Bay area who had grown to loathe both of these players for their time with Rays rivals, the Yankees and Red Sox.

The Solution

The Rays’ agency, Pyper Paul + Kenney, and the Clear Channel Outdoor team came together to create a campaign that would evoke wide ranges of emotion and initiate community dialogue around the controversial signing. The creative consisted of nine words and one logo. Immediately, the message went up on 11 boards within the 23 board network.

The Results

As soon as the campaign went live, the chatter began on Sports Talk radio and in print. The St Petersburg Times even referenced one of the digital billboards in an article about the Rays off-season acquisitions. This heightened awareness has catapulted the Rays mindshare within the market at a peak point for season ticket sales.

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