SBD/May 19, 2011/Marketing and Sponsorship

Bruins Remove Signs Poking Fun At Lightning Fans After Complaints

The Bruins yesterday removed marketing signs hanging outside TD Garden and in the arena's restrooms after they struck some Lightning fans as "less than sportsmanlike," according to Damian Cristodero of the ST. PETERSBURG TIMES. The signs include slogans such as, "Lightning fans, which Tampa player is your grandson?" and "Welcome, Tampa fans, nice to see you fixed your bandwagon." Another read, "The Loch Ness Monster. Big Foot. Lightning Fans," insinuating Tampa Bay fans are "tough to spot." The ads, developed by the Bruins' marketing department and staring the team's bear mascot, created "backlash," especially after a Tampa Bay radio personality "urged listeners to call" the Bruins in protest. Bruins VP/Communications Matt Chmura said that the campaign was "all in fun and 'nobody should take it personally.'" He added that the Bruins have "hung such signs during playoffs series since 2009." For the team's Eastern Conference semifinal series against the Flyers, the campaign carried the tagline, "Black and Gold runs through Boston's veins. In Philly, it's just cholesterol" (ST. PETERSBURG TIMES, 5/19).

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