Delaware’s New Slogan: “America’s Lil’ Bookie”
May 19, 2009 –
Four days after Delaware Gov. Jack Markell signed a bill legalizing sports betting in the state, he yesterday unveiled a new state slogan, intended to commemorate the change: “America’s Lil’ Bookie.” “It’s no secret that Delaware suffers from a bit of an identity crisis,” he chuckled, addressing gathered reporters in Dover. “But I think that this [slogan], along with our new mascot, Kneecapz, will go a long way towards changing all that.”
 Area marketing analysts offered praise for the new motto, as well as the Delaware-shaped, cigarette-smoking mascot. “[Delaware’s] slogans have always been pretty terrible—I mean, ‘It’s Good Being First’? ‘Small Wonder’?” scoffed Wilmington advertising consultant Logan Hartwick. “But ‘America’s Lil’ Bookie’ has an edge of danger that’s really kind of appealing.” Vaughn Donaldson, of Advertising Age, agreed. “I like [the slogan], although I also liked some of the runners-up,” he said. “My two favorites were ‘Miami Getting 6½ and You: Perfect Together’ and ‘Fuck You, Pay Me’.”
Some, however, were not nearly as taken by the gaming-centric new campaign. “Delaware is home to wonderful beaches, rolling farmlands, and a rich local history,” frowned Democratic Sen. Tom Carper. “Why are we focusing on something that, in my opinion, borders on tragedy?” Markell, though, seemed pleased that Delaware had joined Nevada, Montana, and Oregon as the only states to sanction sports gambling. “This bill, and the tax relief that it will supply, represents a positive step forward for the citizens of Delaware,” he said, glancing at a printout of betting lines. “Especially if they, like me, have the A's against Tampa Bay tonight.” |
