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SBD/16/Sponsorships Advertising Marketing
"RAISE YOUR HANDS!" IF YOU'RE NOT ENTHUSED BY WINGS PROMO!
Published June 16, 1998
This year's Red Wings slogan "Raise Your Hands!" which features Al the Octopus holding a hockey stick with one arm and a Stanley Cup with the other, is displayed throughout the Detroit area, including on five billboards along Detroit freeways, according to Carol Teegardin of the DETROIT FREE PRESS. But Teegardin calls the slogan "ambiguous" and reports there is "apathy for the campaign," which has "spread to sports stores across Metro Detroit," where "everything featuring the Red Wings logo sells well ... except for stuff with the 'Raise Your Hands!' logo." Sports Leader Store Manager Debbie Dieringer: "The 'Raise Your Hands!' items aren't selling. I won't order more of them." Red Wings Dir of Marketing Ted Speers said that the slogan, created by McCann Erickson and the team, is meant to be a rallying cry for fans (DETROIT FREE PRESS, 6/16).