Tourism Board.
A full-page ad was placed in Time magazine, with a mail-in raffle card for an all-expense-paid trip to Houston. Just fill out the card and send it in, and you're in the drawing.
They figured approximately 70 million people saw the ad. One person filled out the card.
I don't know why this came to mind or why I bothered to post about it, but I guess I thought it was pretty funny.