The second biggest city in Texas wanted to raise the profile of its unusual variety of attractions, from snake-bite rubbed beef to cowboy experiences, bat caves and Spanish history. We donned our 10 gallon hats and in just eight days, lined up over £1.75 million of coverage, including 15 radio interviews and editorial in The Sun, The Daily Telegraph, TTG, Shortlist, National Geographic Kids, New! magazine, Essentially America, The Daily Mail and the Independent, and still had time to fit in a traditional US-style bowling tournament.