The organizers of Atlantics Canada’s biggest marathon are apologizing for the wording of an ad that appeared in Monday’s newspaper.
The ad copy was written long before last week’s Boston Marathon but many readers felt it was inappropriate, given that two bombs went off near the finish line, killing three people and injuring more than 180 others.
The brightly-coloured ad for the Bluenose Marathon asked “Do you smell something burning?”
“The ad was meant to represent the burn of running,” says marathon co-chair Gerry Walsh. “Unfortunately, the timing of that one was bad, unintended, and we’re very sorry for what happened.”
Walsh says the ad was developed and uploaded in March and organizers did not check the ad before it was published.
“Oh, my heart sank,” says one reader.
“I think it was just very unfortunate timing,” says another.
Today, organizers placed a new notice in the Chronicle Herald, apologizing for yesterday’s ad:
“We need to offer our most sincere apology for the ad that ran in yesterday’s paper. Please know it was in no way related to recent events in Boston.”
“Context becomes that really important detail that you cannot overlook and that’s where marketing can implode or explode,” says Barbara Powers, a runner who works in advertising.
Organizers say they will honour the runners and supporters in Boston at the race next month in Halifax.
With files from CTV Atlantic's Kelland Sundahl
