Big Thicket Messenger - Local News
Stories Added - July 2008
Copyright 2008 - Polk County Publishing Company

Destination: Land of Lean Beef
Big Thicket Messenger - July 2008

The Texas Checkoff is encouraging consumers to take their taste buds on a getaway and discover the power of protein in the land of lean beef. Incorporating the newly launched national advertising campaign, the Texas Beef Council (TBC) is kicking off on online promotion to explore the state with Texas weekend destination giveaways.
In March, consumers will not only be enticed by the land of lean beef, but also urged to visit the newly redesigned TBC Web site, www.txbeef.org to register for a chance to win the Destination: Land of Lean Beef Texas travel prize package.  Through radio and Web site advertising as well as promotions at events, TBC will build on the destination theme showcasing some of Texas’ most colorful towns and cities.
“This is a great way to tie in the new advertising campaign and utilize those concepts that have already been developed on a national level,” said Jennifer Matison, TBC senior manager, consumer marketing. “It is also the perfect opportunity for TBC to drive consumers to our Web site where they not only get great beef recipes, but can also learn about beef nutrition, cooking methods and so much more.”
The innovative advertising campaign, “Beefscapes,” is a page-stopping tool that showcases the combination of protein and strength, giving consumers the permission to act on the passion they have for beef.  As a part of the new advertising campaign, “Discover the Power of Protein in the Land of Lean Beef,” has been added to the famous tagline, “Beef; It’s What’s For Dinner.”
TBC is capitalizing on the new campaign by giving Texas travel destination packages valued at over $15,000 throughout the rest of the year. In working to leverage checkoff dollars, all destination giveaways were donated to TBC and include stays in Fort Davis, Rockport, Sonora, Kerrville and many more wonderful Texas destinations.
Throughout the year the TBC event marketing team will distribute promotion literature, including a web decoder, at various events across the state such as the Houston Livestock Show and Rodeo, Hill Country Wine and Food Festival and the State Fair of Texas. Consumers will then visit the TBC Web site to reveal their code and register to win the Texas destination travel price packages as well as additional beef prizes such as a grill, Barbecue mitts, lunch totes and beef gift certificates.
For more information on the promotion, please visit www.txbeef.org or call (800) 846-4113.





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