On its second national tour, the Great Big Idaho Potato Truck will travel 23,000 miles through 28 states, participating in events such as the Kentucky Derby Festival parade and pro football's Hall of Fame game.
The Idaho Potato Commission built the 6-ton Idaho Russet Burbank on a flatbed to celebrate its 75th anniversary.
During a March 27 ceremony, Gov. Butch Otter performed the ceremonial starting of the engine for a tour that will span from April 1 through late September.
The truck's first trek generated roughly 450 million media impressions-the combined audience sizes of media outlets that carried the story. The IPC's goal for the second trip is to increase media impressions by 50 percent.
Rather than spending a few hours at each stop, the truck will park longer to better capitalize on word-of-mouth visits. Muir said IPC will also prioritize evening events with retailers who promise to draw a crowd through grand opening celebrations, flier distributions and other promotions.
SOURCE: John O'Connell, Capital Press