Magazine article Editor & Publisher

Twin Cities Homer Hanky Is Back

Magazine article Editor & Publisher

Twin Cities Homer Hanky Is Back

Article excerpt

Twin Cities Homer Hanky is back

The "Homer Hanky," probably the most successful ever newspaper promotional tie-in with a professional sports team, is back in the Twin Cities.

Roger Parkinson, publisher and president of the Star Tribune of Minneapolis-St. Paul, and Carl Pohlad, owner of the Minnesota Twins baseball team, held a "ceremonial waving" of the 1991 version of the Homer Hanky at a recent press conference.

In 1987, the "Official Star Tribune Homer Hanky" was a runaway success, waved by frenetic fans as the Twins played a Cinderella post-season that saw them win the World Series.

During the playoffs and Series, the Hubert H. Humphrey Metrodome was a sea of waving handkerchiefs.

The Star Tribune promotion -- a standard-sized white handkerchief printed in red with the words "Twins 1987 Championship Drive" and two mentions of the Star Tribune -- was mentioned in game accounts in countless television and newspaper reports, including the rival St. Paul Pioneer Press.

While the first 100,000 Homer Hankys were distributed free outside the "Humpdome," sales eventually reached 2.3 million.

This year the Twins are hot again and Twin Cities residents are getting ready for another post-season appearance following the team's clinching of the American League Western Division.

With the growing fan obsession for the Twins, came a demand for the return of the Homer Hanky, says Bette Fenton, Star Tribune communications, public relations and sales development director.

"Customers were calling us up, saying, |Homer Hanky, Homer Hanky, we want Homer Hanky!'" she said.

The Twins' success was also not lost on Star Tribune promotion manager Terrie Robbins, who created the original Homer Hanky. …

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