SBD/9/Franchises

SWEET SOUNDS OF SPRINGTIME SONNETS; SUDLESS SOX IN HUB

          The Blue Jays' new marketing campaign, which targets
     women and children by projecting "a warm, caring image," is
     examined by Solange De Santis of the WALL STREET JOURNAL. 
     As part of the campaign, the Blue Jays are promoting
     players' links with charities through eight new PSAs,
     scheduling games earlier in the evening at 7:05pm ET "to
     avoid interfering with children's bedtimes" and running
     radio spots of players reciting poems about baseball. 
     Bensimon Byrne DMB&B Account Exec Graham Farrell, who
     handles the team's campaign: "We tried to endear the sport
     to a wider cross-section of the population than the male-
     age-18-to-55 community" (WALL STREET JOURNAL, 4/9). 
          NO BEER ON GOOD FRIDAY, BEEF IS NO PROBLEM: With the
     Red Sox banning the sale of beer at their home opener
     tomorrow in observance of Good Friday and Passover, the WALL
     STREET JOURNAL's James Hirsch writes, "[N]ever before has
     [the team] been the subject of an ecclesiastical
     compromise."  Rev. Diane Kessler, Exec Dir of the MA Council
     of Churches: "In some ways, it's tokenism.  But then again,
     tokenism isn't all that bad in a society that isn't
     sufficiently mindful of religion" (WALL STREET JOURNAL,
     4/9).  In Providence, a JOURNAL-BULLETIN editorial supports
     the move, "[M]aybe a few other sudless games should be
     planned for the rest of the season" (JOURNAL-BULLETIN, 4/9).

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