Store owners along Kingston's main street have turned a massive downtown construction project — which usually deters customers — into an unusual marketing campaign.The city is replacing a number of underground systems in the busy downtown shopping district on Princess Street, including sewers made from limestone and brick that date back to the early 1900s.Instead of fretting over the dirt, the holes in the ground, and the yellow Caterpillar diggers parked in the area, local merchants launched the "Big Dig" campaign, which aims to draw visitors to see the historic sewers.Some stores are selling T-shirts with a "Big Dig" logo and visors printed with "Sewer-Visor" on them. Other shops are offering "Big Dig" discount cards, good for 10 per cent off during the construction job."It's putting a twist on it," said Guy Paquette, who owns a luggage store in the area. "To see something of that historical value makes an interesting spin on what is happening, and we need as many positive, interesting spins as possible."
Local shopper Dawn Redmond said she liked the clever campaign.
"Definitely, why not? It's a good idea," she said.
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