|Economic Development Corporation
of Lea County
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.
Break through the direct mail clutter to communicate with dairy business owners that Hobbs
is a viable option.
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."
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
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