Project Overview
We worked with the FANTASTIC team at ExperienceBCS to develop a multi-site/repeating BBQ Tour of local establishments. It’s high time the rest of Texas knows what the locals have known for years: the Brazos Valley is home to historic, unusual smoked-meat masters — multi-generational BBQ virtuosos and renegades who push the boundaries of BBQ every single day. The concept was a four-month ‘tour’ of the eight local brands. We needed a trackable scorecard, and a way to build some excitement. ExperienceBCS wanted to show off! We needed to bring attention to Bryan/College Station as a food destination worth a few travel hours — boost restaurant sales, and keep people coming back year after year. Texans are serious about BBQ, and rightfully so!
The Concept
Naming was a little tricky – but ultimately BRAZOS SMOKE BBQ TOUR emerged as a clear favorite among the stakeholders. The trail map would help first-time visitors hit the right locations. The table of logos sits to the right, just waiting for completion stickers – and the info fields register the lucky winners’ contact info.
The Roll-Out
We built the brand assets, trail maps, designed collateral – Texas Monthly ad, restaurant posters, social media icons, and messaging components to complete the campaign. But we weren’t done yet. We had to taste all this BBQ – we sent our media crews to brisket Shangri la! We interviewed the pitmasters and captured a sense of what makes each location so unique.
