Having ourselves been responsible for some advertising campaigns of dubious value, we hesitate to criticize the strategy of others, but this season's BC Lions promotion program requires some attention.
The focus, in newspaper advertisements, on bus-boards, and in other media has been on the team's presumed two stars: Jonathon Jennings and Solomon Elimimian.
Reasonable choices...until the season got underway. But after a humiliating and widely reported loss to the Saskatchewan Roughriders, it is unfortunate to see in the same newspaper sports sections an advertisement headed "Who is Jonathon Jennigs?" with the tag line "The next game will tell us." The response of many fans will be, "We think the last game told us."
We don't know if the lions' on-field strategy needs to be rethought; we are sure the off-field marketing does.