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The Spectator News Letter

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The Spectator News Letter Volume 1, Issue 2 Spectator Advertising Solutions, Inc. June 2004 T HE SPECTATOR A QUARTERLY CORPORATE NEWSLETTER T RUMP HOTEL & CASINO RESORTS’ TAJ INSIDE THIS ISSUE: M AHAL AMONG PROPERTIES PROMOTED Atlanta Bread Co. 2 AT SPECTACOR’ S WACHOVIA CENTER Rocky Mt. High 2 Highlighting the dy- namic marketing capa- Bouchard Signs On 2 bilities of Spectator Advertising Solution’s Near Total Recall 3 StadiumTRAY™, Trump Casino Resorts, Inc. Critics Reviews 3 (THCR) is utilizing the unique sponsorship CEO’s Corner 4 advertising platform at Comcast-Spectacor 4 facilities in Philadel- Sales Veeps Added phia to drive its busi- ness locally by placing its brand and message •For more information, to in the lap of thousands receive free samples or of fans at the Wacho- request a mock-up with via Complex. your Company logo, to request program quotes, or StadiumTRAYs distrib- to be added to our mailing uted throughout the Aramark operated concession Marketing, notes, “We like to list, please bounce back promotions in- stands in the Wachovia Com- support the Philadelphia mar- cluding free token and buffet plex will promote the Trump ket and its sporting events. offers at the resorts or hotel •Write to us at: Taj Mahal Casino Resort, The visibility from Stadium- room discounts. Spectator Advertising Trump Marina Hotel Casino TRAY will be quite positive. Solutions, Inc. located in Atlantic City, NJ and They’ve done an excellent job According to Joe Croce, Senior 125 Town Park Drive the Trump Plaza Casino Hotel. in communicating our mes- Vice President of Sales for Suite 300 sage and our brand.” Comcast-Spectator, owner Kennesaw, GA 30144 Commenting on the power of operators of the Wachovia local marketing and Stadium- THCR targets audiences Complex, “StadiumTRAY is a •Call us at: TRAY’s ability to increase within a 250 mile radius of its great way for THCR to make 770 420 8250 business, THCR’s Kathleen casinos and resorts may soon an immediate brand impact McSweeney, Senior Vice change its branding strategy with Comcast-Spectator and President of Casino Hotel with StadiumTRAY to include •E-mail us at: the Wachovia Complex.” [email protected] S TADIUMTRAY TAKES TEXAS BY STORM; DEBUTS AT THE BALLP ARK AT ARLINGTON, AA CENTER Signaling widespread accep- The lineup of new partners League Baseball, National tance and the continued distributing StadiumTRAY free Hockey League, National Bas- growth of its StadiumTRAY™ to fans that make a purchase ketball Association, and Arena marketing platform, Spectator at food concessions now in- Football League events. Bonus Advertising Solutions an- cludes American Airlines Cen- distribution for advertisers is nounced brand builders now ter in Dallas and The Ballpark virtually assured as all of the have access to millions of at Arlington, TX. Advertisers new venues also host family, new consumers in Texas- now have extended access to concert and other entertain- based venues. sports fans attending Major ment events. Page 2 Volume 1, Issue 2 New Tray Designs, A TLANTA BREAD COMPANY BAKES Venues Planned H OT PROMO WITH COKE, BRAVES Spectator Advertising The Atlanta Bread Company is promotional Solutions’ design team has now providing fans attending delivery sys- compiled a series of new trays Braves games at Turner Field tem. Compa- pictured below for movie with a coupon good for one nies that theaters and cafeterias. free 20-ounce Coco-Cola choose to util- fountain drink via Stadium- ize co-op dol- The prototype samples are TRAY™. lars can cross indicative of the flexibility and promote a creativity the Company Fans secure their coupon major product delivers to marketers. printed on the side of Stadi- or brand, test umTRAYs when they make a the effective- Prototypes can be produced purchase at any of the food ness of the for qualified potential clients concessions operated by So- special, and in under two weeks. dexho USA inside the Braves hand deliver it home park. to large num- To arrange for your sample, e- bers of highly mail your request and art “We’re particularly proud of targeted cus- assets to gposton@ this excellent offering,” says tomers for less than the cost our brand presence in Atlanta stadiumtray.com or call 707 George Poston, CEO and of a more limited direct mail through the tray program at 420 8250. Founder of Spectator Adver- campaign.“ Turner Field,” says Jim Jensen tising Solutions, “because it “StadiumTRAY has given us a Pitts, VP of Marketing for At- dramatizes the power of our great way to continue to build lanta Bread Company. D ENVER’ S PEPSI CENTER TAPS STADIUMTRAY StadiumTRAY will be served in ing StadiumTRAY’s national stantly she wanted the Center 2004 at the Denver, CO Pepsi network of arenas,” said aligned with StadiumTRAY. Center as part of its expand- Wendy Morris who directs ing national network of sports Corporate Sponsorships at “We read an article on Stadi- venues. the Denver facility. umTRAY's track record with “We're excited to offer our the [Atlanta] Braves and saw “This offering naturally lends fans a top quality tray and a the correlation on how this itself to consumer products, platform for advertisers to would be a natural fit with our electronics, retailers and integrate their brand into the building” which hosts over other national advertisers that Pepsi Center experience,” 220 events and four million will be interested in purchas- said Morris who knew in- fans each year. NHL Legend Dan Bouchard Joins Marketing Team; Longtime Goaltender, Hockey Innovator is Latest Vice President to Join Winning Company Former Atlanta Flames goal- Bouchard thrived for 14 sea- also brought innovation to the tender and longtime star of sons in the NHL as a goaltender NHL as the first net minder with the National Hockey League defending the nets of a fledg- a painted face mask, colored Dan Bouchard has joined ling franchise in Atlanta begin- leg pads and stick. “I like new Spectator Advertising Solu- ning with his rookie season in innovations and this is a stroke tions as Vice President Corpo- 1972. The Flames subse- of genius,” says Bouchard. “The rate Sponsorships. quently moved to Calgary, Al- trays are really neat, very at- berta in 1980 where he contin- tractive, great for promoting The newly appointed VP was ued to consistently win the ma- brands and the venues all want drawn to the Company be- jority of games he started. Bou- them.” He hints at things to cause of its innovative nature chard finished his NHL career in come when he says he’ll focus and winning attitude, attrib- 1985 – 1986 with the Winnipeg some of his efforts on advertis- utes he has embodied over Jets after playing five seasons ers for amusement parks, the years. with the Quebec Nordiques. He movie theaters and schools. The Spectator Page 3 S TADIUMTRAY EXIT POLL SHOWS HIGH SPONSOR R ECALL BY FANS A recent exit poll conducted at fans clearly re- games for Navy, Auburn, membered the SMU, Georgia Tech, TCU and advertising also taken at Turner Field sponsor on the and Philips Arena show strong tray with 94% of sponsor recall of the Stadium- males and 97% TRAY distributed at these of the females sites by fans attending games indicating an there. Based on the assump- immediate recall tion that there would be an of who the spon- equal number of “yes/ sor was (Best unsure/no” responses the Buy, Chi data indicates that there is a Squared, statistically significant in- n=151, p<.001). crease in awareness by fans At a time when marketers StadiumTRAY receiving the StadiumTRAY are questioning the viability with 93% of males and 95% of stadium signage over the Reviewed of females indicating that it long term of an event or a The reviews are in and was a superior tray (better, season, StadiumTRAY is an here’s what they’re saying: Chi Squared, n=144, attractive, cost effective p<.001).More importantly alternative. “We're excited to offer our fans a top quality tray and a platform for advertisers to integrate their brand into the Pepsi Center experience.” S TADIUMTRAY’S CPM ON Wendy Morris, Director P AR OR BETTER THAN MOST Corporate Sponsorships Pepsi Center A comparative review of rate that traditional advertising and postage fees. Stadium- card data conducted by Spec- vehicles including major con- TRAY’s CPM comparison and "StadiumTRAY is a simple tator Advertising Solutions sumer magazines, local news- recent survey results are avail- way for American Airlines shows StadiumTRAY’s CPMs papers and/or sports publica- able upon request. E-mail Center to generate new reve- on Multi-Venue Sponsorships tions are as much as 10 times [email protected]. nue by establishing new and are competitive with or better more costly. Says Chief Executive Officer unique inventories.” Curtis Partain, Vice Presi- than radio (on par) and televi- George Poston , “We’re confi- dent Corporate Sponsorships sion spots (half the cost) in dent we can deliver the right Direct mail list rentals run from American Airlines Center similar markets served. demographic, in the right mar- six to 12 times higher per thou- ket, at the right cost and break sand and that cost does not “That’s a lot of signage for The data collected also shows include additional production through the clutter.” all to see multiple times dur- ing a three and a half hour event.” Direct Mail Campaign Targets Top US Sports Marketers and Brandweek, 1-12-04 Their Ad Agencies Q1 2004 marked Spectator Advertising Solutions’ first foray into direct mail with a four part program consisting of four color two-sided post- cards beginning in March. Chairman George L Poston reported favorable response rates generating numerous inquiries for new business.
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