Don’t root against the home team.
When the Tampa Bay Lightning faced off against the Pittsburgh Penguins May 13 for the first game in the NHL Eastern conference finals in Pittsburgh, thousands of fans waved yellow “terrible towels” printed with “Let’s Go Pens!”
Also printed under the cheer on the towel were the destinations of Bradenton, Anna Maria Island, Longboat Key and the web address for the Bradenton Area Convention Center and Visitors Bureau.
The BACVB is the public relations arm of Manatee County. Its mission is to bring more tourism and business to the area. The Manatee County Tourist Development Council funds the BACVB.
After a promotional image for the towel appeared online, social media sites — namely Twitter and Facebook — began lighting up with angry Bradenton fans and the hashtag #BoycottBradenton began trending on the internet.
Hashtags are metalinks used on social media to connect conversations and posts.
Twitter user Dave Evans wrote, “Absolutely the worst marketing fail I’ve ever seen.”
Matthew Lehn, also on Twitter, wrote, “Whomever thought of and approved this promotion should be fired.”
Terrible towels are small flags waved by Pittsburgh fans to attract attention and show support for their teams.
BACVB executive director Elliot Falcione said in a May 13 news release that the towels are “a great way to get our brand in front of an audience that meshes with our visitor profile.”
But Falcione didn’t appease fans. The hashtag #FireFalcione appeared.
Bradenton is the sister city to Pittsburgh and has been the spring training home for the Pittsburgh Pirates since 1969.
The Lightning won the May 13 game 3-1.
The BACVB posted another news release May 14 on Facebook.
“We apologize to those within the Lighting (sic) fan base who are offended and angered by our recent promotion with the Pittsburgh Penguins. We have and always will support the Lightning.”
A few social media users called out the May 14 apology as disrespectful due to the misspelling of the team name.
John Evans said on Twitter, “Makes your apology fall short.”
On Facebook, Jim Becker wrote, “Considering the lion’s share of your tourism dollars are generated from Floridians, it might be wise to learn that you don’t bite the hand that feeds you. Go Bolts!”
The misspelled Lightning name was corrected May 15.
Falcione held a news conference May 16 and took the blame for the marketing snafu. He said he received an offer to advertise the BACVB on the Penguin towels in April. He called it a “split-second decision,” but he also tried to give it a positive spin, suggesting “Pittsburghers” should hang onto the towels.
“If they keep it as a souvenir … they’ll think of Bradenton, Anna Maria Island and Longboat Key,” Falcione said.
With the standings at Bolts 3-Penguins 2, the teams will face off in game six Tuesday, May 24, on the Lightning’s home ice at Amalie Arena. A final matchup — if needed — will be May 26 at Pittsburgh.