I was stunned to see a fleet of three cars driving in a caravan with the identical messaging: “VisitOKC.com.”
What a brilliant non-traditional way to reach international travelers who would be in North Texas and looking for things to do between soccer matches. Oklahoma City Tourism conquested tourists and offering a new adventure that would lead travelers to venture to and beyond Buc-ee’s.
On July 3, I noticed a fleet of five of the cars as I was filling up next to one of them at the QuikTrip in Arlington at the intersection of Division and North Collins, so I asked the drivers about the campaign. Their employer is Carvertise, a company that wraps vehicles and pays the drivers to drive in a targeted area. One driver, Brittany, told me that the company wrapped a fleet of eight cars and hired people to drive the cars four hours per day in Arlington’s Entertainment District for the six weeks surrounding the World Cup. Brittany said, “We interact with people who are here, and try to get them to take pictures of our cars, answer questions, and provide information about Oklahoma City.”
Of course, one of the smartest promoters is Randy Ford, owner of J. Gilligan’s Bar & Grill in Arlington, who operated a round-trip shuttle service from his restaurant to and from the soccer matches, just as he does for Dallas Cowboys football games, Texas Rangers games, and major concerts. Fort Worth’s Sundance Square and Stockyards capitalized on their western heritage that attracted international travelers for cattle drives, steaks, and burgers.
A great number of Barbeque/Barbecue/Bar-B-Q/BBQ operators – particularly those who are highly rate by Texas Monthly – from throughout the higher traffic areas reported record sales as visitors wanted the experience the mystique of authentic Texan fare. Names like Hurtado’s in Arlington, Goldee’s in Fort Worth, Zavala’s In Grand Prairie, the new Original Roy Hutchins in Arlington, and traditional barbecue like David’s in Arlington, benefited from the explosion of visitors.
And I’m most surprised that not a single Fort Worth area business jumped on the theme of “Big Balls in Cowtown,” the monstrously popular 1966 western swing song by Bob Wills and the Texas Playboys.
Here is the newer version performed by George Strait and Asleep at the Wheel.
Facebook reports that the lyrics referenced the grand, energetic ballroom dances or lavish parties, where people put on their best clothes, shook off the blues, and danced around.
With giant soccer balls on display in various parts of Cowtown, I was surprised that nobody seems to have recognized the opportunity. Nonetheless, some brilliant marketers attracted the international visitors to North Texas – and, yes, even to Oklahoma City.
John Fletcher is an Arlington-based public relations consultant who has represented clients including H-E-B Grocery, California Closets, the Harlem Globetrotters, Allen Samuels Auto Group, the John Wayne Experience, the James L. West Center for Dementia Care, Wendy’s, Pizza Hut, and AgTexas Farm Credit Services. He hosts “15 on Fridays with Fletch,” a weekly podcast where he interviews entrepreneurs and intriguing business and community leaders.
