Each year, more than 1.8 million people attend The Houston Livestock Show and Rodeo. Volunteers work more than 1.1 million hour to provide great, unforgettable entertainment to the many guests that are in attendance. For more than 77 years, this event has made an impressive impact on the livestock and entertainment industries and in the sport of rodeo. With many companies wanting a piece of this reputable event to promote their own business, StateFarm decided in 2008 to launch a video sponsoring their designated day, Go Tejano Day, and hired Proterra Advertising to help perfect it. Proterra Advertising devised a short video-clip highlighting the many activities and entertainment venues available which was televised on the Jumbotron during this specific day.