Trying to spin a positive story out of the "Big Dig" is a futile
exercise, right? Wrong!
The $14.2 billion project to bury the highway bisecting Boston
and create the Ted Williams Tunnel has been a PR disaster for government
officials and the beleaguered press officers and PR agencies that have
had to handle the fallout.
But proving that there's a positive story in everything, PRWeek can
- The eighth most popular of the 18 flavors of ice cream served at
Brigham's Ice Cream of Arlington is Big Dig flavor. The hunks of dark
chocolate, brownies and caramel are meant to resemble the earth exposed
by the dig.
- The International Bicycle Center of Allston named its latest
super-durable bike the Big Dig to evoke "toughness" and has attached a
price tag of $2,000 to the new model. (And - get this - it's
ready for sale now!)
- Barnes & Noble, NH, sells a Big Dig chocolate bar.
- A dance club set to open next year in Boston will be called The Big
- This summer, BMI will release a CD entitled The Big Dig which will
have a song of the same name. A sneak preview: "Workin' on the Big Dig,
driving my big rig/Sorry Mister Big Wig. Do I bother you?"
Last Call is pleased to report that PR officers for the city have also
got in on the act. Former spokesperson for the real Big Dig, Dan
McNichol, penned and sold out the 15,000 copies of his book about the
roadwork-project-gone-berserk, The Big Dig. Not content to dish the dirt
just once, McNichol's second book, The Big Dig at Night, is set to come
out next month.