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The Redskins' new marketing campaign

skinsadwsj2big.jpg


Last week, Dave McKenna wrote about a new marketing campaign from the Redskins to sell premium seats, based around Bruce Allen, Mike Shanahan and Donovan McNabb. McKenna is a perpetual Redskins cynic, and he was cynical, but he did admire the tag-line: "R you in?" with the circled R and feather logo.

A few hours after McKenna's piece went up, the Redskins formally announced this campaign in a news release:

The Washington Redskins announced today plans to launch a 2010 marketing campaign. General admission season tickets for all 2010 games at FedExField are sold out. All of the Redskins' general admission tickets have been sold out since 1966. The team continues to have one of the largest general admission season ticket wait list in the NFL. A limited number of club seats are available for the 2010 season.

The marketing campaign will include television, print, digital and billboard advertisements, featuring Redskins Head Coach Mike Shanahan, General Manager Bruce Allen and many of the team's players.

"We are excited about everything we're offering for the 2010 season," Redskins Chief Marketing Officer Mitch Gershman said. "Our team has new leadership on and off the field, and we've made a number of enhancements to the game day experience. Through this campaign, the fans will hear about these changes from some of the most prominent members of our team"

Wednesday, I saw the campaign in action for the first time, via a half-page ad in the Wall Street Journal. You can click on the above image to enlarge it. The only three Redskins figures I recognized in the ad were Bruce Allen, Mike Shanahan and Donovan McNabb. I suppose I might have recognized the two cheerleaders, but sadly, their backs are to the camera.

Regardless, the Allen-Shanahan-McNabb triology is clearly going to be the focus of the 2010 marketing push, which might have been sort of shocking a year ago this month.

This ad doesn't mention club seats, but I'd assume will soon be out there as well.


By Dan Steinberg  |  July 8, 2010; 1:14 PM ET
Categories:  Redskins  
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Comments

And the corporate machine trudges along with or without wins...

Posted by: Bigfoot_has_a_posse | July 8, 2010 1:22 PM | Report abuse

Shouldn't this be a post on the skins insider blog? Throw us a freakin bone over there sometime.

Posted by: Predator48 | July 8, 2010 1:37 PM | Report abuse

Who has the stats on the cost of the suite and how many seats you get?

I know some suites still have old style box TVs also while some have plasmas. Those suites are so narrow and the design with the elementary school style metal windows was horrible. Guess that all came with the stadium from Mr. Cooke but how's about an upgrade.

In the Nats suites you get 2 plasmas and fold into the wall glass panels and a real kitchen.

In Verizon, the suites have great views.

I guess, the Redskins suites are a step up from the Orioles....

Posted by: GoingGoingGone | July 8, 2010 1:51 PM | Report abuse

"® you in?"

Ba®f.

Posted by: NateinthePDX | July 8, 2010 2:14 PM | Report abuse

Try winning games

That is what gets fans PUMPED, HAPPY, and ready to put down MONEY for games and shirts

Posted by: Bious | July 8, 2010 2:26 PM | Report abuse

I will be watching our beloved Redskins from the comfort of my own home this season. And for the rest of the foreseeable future.

Posted by: ericroks | July 8, 2010 3:07 PM | Report abuse

Just got an email saying upper level tickets are available. They've finally run through the waiting list and opened it up. Now we'll see if Snyder's really the marketing genius he's somehow been made out to be.

Posted by: WorstSeat | July 8, 2010 3:50 PM | Report abuse

They even have Dennis Greene answering the phones Shanahan is west coast in the ticket office.... THEY ARE WHO WE THOUGHT WERE!!!!

Posted by: gibbsna | July 8, 2010 4:42 PM | Report abuse

What's the priceless memory?

Getting skunked by Dallas?
Getting destroyed by New York?
Watching Steeler fans take over the stands?

Posted by: Scoonie97 | July 8, 2010 4:56 PM | Report abuse

@Scoonie97 - they don't have to allude to what priceless memories might entail because so many fans are so drunk at Redskins games they have very little memory of anything past 10:30 am of their tailgate.

@Steinberg - I saw a TV ad for the Club Level seats, I think it was on MASN or MASN2 while watching a Nats game, can't quite recall. May have been on WRC while local news was on.

Posted by: ryaneades | July 8, 2010 5:06 PM | Report abuse

I like the new campaign. Why wouldn't you market your newly signed future HOF coach, newly acquired future HOF quarterback, and newly hired son of HOF coach? Should we feature Casey Rabach and Todd Yoder instead?

Posted by: Barno1 | July 8, 2010 8:24 PM | Report abuse

Proof positive that Dave McKenna is a God. His Cheap Seats columns over at WCP are pure genius. I support him and his campaign against the Snyder machine.

Posted by: RojoJohnson | July 9, 2010 7:39 AM | Report abuse

Hint for Mr. $nyder. A fair price is what a willing buyer and a willing seller can agree to. There's a reason there's a yellow toilet bowl ring around the stadium. THE SEATS AND THE PARKING ARE TOO EXPENSIVE. Did you ever think about lowering the price? And while you're at it, cut out the "win free tickets" scam that takes you to the sign-up sheet for season tickets, and results in an offer of premium seats (even if you fill out the form saying you are unemployed, have 10 people living at home, and would like 10 tickets!),

Posted by: jburnetti | July 10, 2010 7:01 AM | Report abuse

"Create priceless memories."???

I'm trying to forget the Redskins teams from the last decade.

Posted by: Rex91 | July 15, 2010 2:22 PM | Report abuse

The comments to this entry are closed.

 
 
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