The Lubbock Chamber of Commerce created an initiative to find ways to boost morale of residents in Lubbock. After a successful media campaign promoting Lubbock’s rich heritage, The Price Group developed a program that would showcase some of Lubbock’s cultural, historical and entertainment venues. A series of passport inserts and a folder was created for residents and visitors to use when visiting these sites. Once each passport location was stamped, participants would be registered for a drawing to win prizes.