SBD/16/Sponsorships Advertising Marketing

"RAISE YOUR HANDS!" IF YOU'RE NOT ENTHUSED BY WINGS PROMO!

          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).

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