Case Study: Tampa Bay Rays achieve community dialogue and boost season-ticket sales with Clear Channel Outdoor

Tampa Bay Rays - Customer Case Study

The Tampa Bay Rays, a Major League Baseball team, faced a public-relations challenge after signing Johnny Damon and Manny Ramirez—two high-profile players disliked locally for their time with rival teams. To manage fan reaction and create community dialogue, the Rays worked with Clear Channel Outdoor using digital billboards as the campaign format.

Clear Channel Outdoor and agency Pyper Paul + Kenney ran a minimalist creative—nine words and one logo—deployed immediately on 11 of a 23-board digital network. The Clear Channel Outdoor campaign generated immediate chatter on sports radio and in print (including the St. Petersburg Times) and boosted the Rays’ market mindshare at a peak moment for season ticket sales.

Tampa Bay Rays

Brian Killingsworth

Senior Director of Marketing and Promotions