In 1949 the Borden Milk Company sponsored a nationwide show called "Borden's County Fair" on the CBS radio network. To boost sagging ratings they hired a PF firm from New York City to come up with a plan. An executive from the PR firm traveled to a small unincorporated town in West Virginia called "Mole Hill". After many promises were made the residents agreed to change the name of the town to "Mountain" After several hoops were jumped through the U.S. Postal Service agreed to the change.
On July 2, 1949 Borden sponsored a fair in Mole Hill; which was broadcast live on CBS radio. Executives from the PR firm, Borden Milk and even the governor of WV attended.
On that day they made Mole Hill into Mountain, WV!