At a very popular annual street fair in the Dallas area, The Economist challenged their intellectually curious target to a ride on a mechanical bull, symbolising their current financial “ride.” The mechanical bulls were outfitted with blankets that identified them as the “Housing Market,” “Stock Market” and “IRAs.” Riders at the well-attended street fair could choose a bull and attempt to stay on as it bucked. Economist branding was well-represented throughout. And Economist ambassadors were in attendance to answer questions, hand out sample issues and talk to people about the brand.

As part of a city blitz effort across the country to raise awareness of the publication in the United States, The Economist wanted ideas for a targeted effort in or near Dallas, Texas, that would help them reach their desired audience. The audience ranged from people unaware of the brand to loyal readers. The task was clear: stimulate interest in and awareness of The Economist in the Dallas metro area. In the midst of a deepening recession, the target is looking for answers, information and perspective – all of which The Economist provides from a uniquely global perspective. The Economist wanted to pique interest with potential readers by demonstrating their unique brand of wit and insight.