Business Services Industry
Boston's Big Dig Construction Project Pays Off for Some as New Marketing Tool.
Knight Ridder/Tribune Business News, July, 2001
By Raphael Lewis, The Boston Globe Knight Ridder/Tribune Business News
Jul. 6--A decade ago, when construction workers crawled beneath downtown Boston to begin the Central Artery-Ted Williams Tunnel project, it was clear their work would profoundly alter life in New England.
After all, they don't call it the Artery for nothing. Coursing north-south through Boston like an asphalt aorta, the highway provides the most crucial channel to the region's heart.
But as the men and women undertaking the $14.2 billion project set out to bury one of the region's worst traffic nightmares, they unearthed something valuable in the process: A marketing juggernaut.
In the past few years, the nickname for the project -- the Big Dig -- has not only...
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