Situation:
The principal city in Lea County, Hobbs, grew from an oil boom town. It lacks the scenic beauty and cultural activities found in other parts of the country. The primary inducement to relocate a business in this city is the low cost of doing business.

Challenge:
Break through the direct mail clutter to communicate with dairy business owners that Hobbs is a viable option.

TPCG Solution:
TPCG developed a 3-dimensional quart milk carton mailer filled with gold-wrapped chocolate coins. Individual panels play off traditional milk carton information, listing financial facts and advantages for Hobbs and a photo of a missing person -- George Washington. The bar code was the EDC's toll-free number, and the expiration date stated, "Open: before opportunity sours."

Results:
As a result, Lea County is the home for new milk producers, whey plants, cheese plants and related industries. The piece also won Best of Show at the 1995 New Mexico Rural Economic Development Forum.

URL: http://www.leanm.org

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