:: The Bomstein Agency ::

In the Spring of 2004, The Bomstein Agency was charged with increasing ticket sales in the DC area, and help The Baltimore Orioles reach a total ticket sales goal of 2.6 million for the regular 2004 season.

Strategy:
The Bomstein Agency strategy was to put Orioles Baseball in the considered set of entertainment options in the DC area. First, we would remind consumers how much fun Major League Baseball is, and leverage the baseball experience (at the time DC had no team). Second, we would overcome proximity objections (Oriole Park is 40 harrowing miles from DC).

Tactics:
We used qualitative research to develop the baseball fan portrait, and used the findings to plan a targeted creative and media campaign. The themeline we employed was: Orioles Baseball. It’s closer than you think. This came to mean more than actual distance, but family bonding and the Orioles/Camden Yards experience as a whole. By structuring the advertising to support specific game clusters, the Orioles were able to increase awareness to their known fan base, as well as American League fans. The message heard on radio sparked interest in attending multiple games over the season. The print message provided visualization of the game experience as well as the call-to-action of upcoming games.

Results:
The Baltimore Orioles experienced a 9% ticket sales increase in the 2004 season over the 2003 season. Our goal was to assist the Orioles in meeting a total ticket sales of 2.6 million, and actual attendance was 2.71 million. The Bomstein Agency spent approximately $400,000 in the DC market. Average revenue per ticket sold is $34, thus the 9% increase in attendance achieved 220,000 additional attendance or $7.48 million in increased revenue.