THE CHALLENGE
The Federal Highway Administration needed an expert event partner to accompany the Capitol Christmas Tree from Carson National Forest in New Mexico to Washington, D.C., stopping in, showcasing the tree, and promoting traffic safety in dozens of communities along the way.
OUR SOLUTION
Montage followed the 60-foot tall Blue Spruce from Carson National Forest in New Mexico to the lawn of the U.S. Capitol with an event program designed to celebrate the tree’s journey and promote traffic safety.
We worked closely with the transportation team and highway and law enforcement officials to weave traffic safety messaging into 26 tour stops, many of which were in culturally rich tribal communities across New Mexico and its neighboring states. Montage carefully balanced the delivery informational messaging alongside creating holiday cheer, using the tree’s journey as a symbol of safe driving and traffic practices.
THE RESULTS
- Montage hosted tour stops at 26 locations between New Mexico and D.C., several of which were held in tribal communities.
- The Federal Highway Administration cited the stop in Georgetown, Texas as its largest-ever event.
