SBD/24/Collegiate Sports

BC LOOKING FOR ANOTHER HAIL MARY: TOUTS JESUITS AND JOCKS

          To counter "bad publicity" it has experienced in recent
     years, the Boston College (BC) athletic department has hired
     a PR firm for the first time "to stake its claim by touting
     its rich athletic and religious traditions," according to
     Gregg Krupa of the BOSTON GLOBE.  In August, BC "launched an
     extensive advertising strike" covering TV, radio, newspapers
     and the local transportation authority.  Susan Mosher, BC's
     Assistant AD for Internal Affairs, put the campaign in "the
     low six figures."  The campaign, designed by Hill Holliday
     Connors Cosmopulos, features men's football, basketball and
     hockey and women's basketball, "but is intended to improve
     the image of the whole athletics department."  In one TV
     spot, which features Doug Flutie's famous '84 last-second
     touchdown pass against the Univ. of Miami, a voice-over
     says, "We don't just recite the Hail Mary.  We demonstrate
     it."  BC officials "hope to buff the BC brand" by "playing
     off the school's Jesuit grounding against the dynamic visual
     backdrop of successful athletic endeavor."  Mosher: "Selling
     tickets is important, but we see this as an image campaign." 
     Previous marketing efforts by BC had "consisted largely of
     direct-mail solicitations to alumni" (BOSTON GLOBE, 9/23).
          GOING BOWLING: In Ft. Worth, Wendell Barnhouse reports
     that the Cotton Bowl "is expected to announce a deal" with
     the SEC today which would put an SEC team against a host Big
     12 team beginning this season (STAR-TELEGRAM, 9/24). 

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