tjackovics@tampatrib.com

ST. PETERSBURG - 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 past years when the team pushed one marketing campaign and a slogan intended to capture 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 of marketing/community relations.

The print ads that began Monday and the TV ads that are scheduled to begin today 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.

Consumers who purchase packages also get other benefits: weekend package options, seating choices, 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.

Season-ticket sales have gained interest in Hillsborough County since midseason 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-season games, which is one of the major selling points for season-ticket sales heading into the 2009 season.

Photo credit: Tampa Bay Rays

Photo: Print advertising for Rays season tickets began Monday, and TV ads are scheduled to begin today.

Copyright ? 2009, The Tampa Tribune and may not be republished without permission. E-mail library@tampatrib.com