'...In the mountain biker magnet of Fruita, Colorado, decals for a sports shop read FU ("Fruita, USA") and an annual festival is dedicated to a headless chicken named Mike.
But that free-wheeling vibe has its limits: After asking for public feedback on a potential marketing campaign incorporating the double-entendre "WTF" (as in "Welcome to Fruita"), city officials discovered that most citizens weren't LOL.
It all started when a local couple printed 500 "WTF" stickers and distributed them free to downtown businesses. While the slogan generated attaboys from as far away as Australia and proved so catchy the couple made up another 1,500 decals, the western Colorado town of 13,000 won't be giving it an official stamp of approval.
The edgy campaign "is not dead," says city manager Clint Kinney, who predicts the business community will "pick it up and run with it" despite the lack of municipal support.
But, he adds, "the hard part is, the people you represent and the people you market to don't always agree." '
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