WAC Commissioner Karl Benson commissioned Peyron Strategic Communications to design an economical campaign to convince major poll voters, whose weekly top 10s were part of the criteria for major bowl selections, that Boise State deserved to be a BCS buster.

Peyron’s program focused in major media markets where there was no hometown power conference favorite (Washington, D.C., Cleveland, New Orleans and Houston, for example) and positioned Benson as the advocate for the most deserving outsider for a program-making BCS bid. The Broncos, behind the winningest quarterback in college football history, Kellen Moore, played their way in and celebrated an undefeated season with a 14-10 win over TCU in the Fiesta Bowl. Said Benson: “Peyron’s fact-based campaign helped us cash the biggest check in our conference history — $7.1 million.

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