The Business & Pleasure of Sports

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Miami Heat tries to create "buzz" with billboard campaign


Anyone else wonder what the “DOUBTERS” billboard on I-95 southbound just north of Miami was all about?

Clearly the idea was to catch your attention. A black billboard with just the word "DOUBTERS" in white and some birds perched atop it doing their business directly on the board. No word of whom or what had placed the ad.

As days went by successively more birds appeared atop the board and with them, more droppings. So that by this week, the droppings were covering the board, close to obliterating the "Doubters." And then a few days ago, the Miami Heat tag advertising 2009-10 tickets for sale appeared below the billboard.


Last season’s Heat ad campaign took aim at the doubters, too. Guard Dwyane Wade opened one of the team’s Something2prove ticket campaign ads by saying: “To the doubters…”

Soon the billboard message should change to this year’s tagline:

Categories: Advertising (79), Miami Heat (174)

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About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
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