The NBA Cleveland Cavaliers have hired Field Day to produce an elaborate gift package to reward season ticket holders and generate early renewals.
"Teams often reward their season ticket holders with innovative ticket packages," says Andrew Arntfield, President of Field Day, "but by then the ticket holder has already made the financial commitment to the team. The Cavaliers chose to take a unique approach by rewarding their season ticket holders with the gift package as part of the renewal campaign for the 2004-2005 NBA season."
The proactive approach lets Cavaliers season ticket holders, many who were first-time buyers for the 2003-2004 NBA season, know that the team appreciates their support and invites them to come along for the exciting ride into the bright future. "By presenting them with a commemorative Cavaliers gift package, we are thanking them for their loyalty in advance of the commitment we hope they make," said Cavaliers Director of Marketing Brian Thornton.
The Cavaliers hired Field Day on the basis of the marketing company's success with building fan relationships for other sports franchises, including the Toronto Raptors, Toronto Maple Leafs, and Anaheim Mighty Ducks.
"This town is definitely feeling good about the Cavaliers," says Thornton. "The vibe in Cleveland is becoming more electric and exciting every day."
The renewal package includes:
a 32 page, hard-cover coffee table book showcasing stylized photography of the team and quotes from players and staff;
a DVD featuring highlights of the 2003/2004 season, draft footage, behind-the-scenes insider information from players and managers, a retrospective look at the team's past three decades, and a glimpse into the upcoming season.
a hard-shell slipcase.
In order to capitalize on the team's current momentum, season renewal information and renewal invoices will be included in the package. The package will ship to current season ticket holders in early April, before the end of the current season.
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