The Twins are rolling out their new ad campaign; this is Twins Territory. Twins execs are hoping this will put people in the seats....What do you think?
From the Strib:
As TwinsFest, the team's Hot Stove carnival, begins tonight at the Dome, get ready to hear a lot about "Twins Territory."It's an advertising agency created designation for a longstanding marketing region -- from Aberdeen to Zumbrota, from Bismarck to Burnsville -- in which the Twins have sold themselves and had their games broadcast since 1961.
But, recently, it's been a region that -- while regularly watching Twins games on television -- has shunned buying tickets to attend Twins games.
Twins surveys and anecdotal evidence reveals many reasons.
Busy families claim they don't have the time to carve out a summer's night for a game. Many customers abhor the Dome and on lovely days stay away.
There is a perceived hassle of downtown Minneapolis parking, even as light rail has arrived at the Dome's front door. Years of team management trashing the Dome -- while unsuccessfully lobbying for a new ballpark -- have come back to bite the team's ticket-selling efforts.
So now, "Our goal is to take people from being passive fans to be more active fans," said Charlie Callahan, vice president and creative director at Periscope, which was hired last fall to crank up the Twins' image-making volume.