LAST CALL: Constructive New Englanders find The Big Dig's positiveside

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

report that:

- 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.

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