The Tampa Bay Rays' new advertising campaign for the 2010 baseball season kicks off Tuesday with a high-energy, toe-tappin' drum line beat showcasing such team icons as Carl Crawford stealing bases, of course, and Evan Longoria swatting home runs, naturally. The ads are part of a larger marketing message for a hopefully broader and larger audience, Robert Trigaux writes in today's Times.

Come to Tropicana Field, the pitch goes, and the Rays promise an afternoon or evening of fresh giveaways, creative T-shirts, teenager specific hangouts, local entertainment, post-game fireworks and some well known Saturday night concerts with bands that range from ZZ Top to The Go-Go's.

If the Trop experience is starting to sound more like a theme park with a baseball field in the middle of it, so be it. The whole push is to keep building attendance, which remains below average for Major League Baseball.

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