It's simple really. A large percentage of people that order a Texas Travel Guide travel to Texas. So we just needed more people to order the guide. To accomplish this, the national media plan targeted leisure travelers who were in a travel-planning mode. To help them feel more comfortable coming to a "whole other country," the ad units translated common phrases, requests and even their name into Texan. So how did we do? Travel Guide orders exceeded the yearly goal by month 6. Yee Haw Bob.