Came up with the concept to have a phone-in line with the "For a good time" hook. The idea was a "choose your adventure" style phone message system where Buffalo Bill (VNP mascot) told you about the various fun things to do and see in North Platte. Pitched it like it looks and the client loved it.
Other than the billboard and social ads, the campaign was mostly flyers, stickers, and "graffiti."
Super low budget and effective.