SITUATION
The Wisconsin State Fair is the state’s premier summer event hosting more than 800,000 attendees each year. They were in need of a logo for the event, as well as a mass media campaign.

GOALS & OBJECTIVES
- Brand the Fair experience
- Build awareness of the Fair and Fair dates
- Increase overall attendance

IMPLEMENTATION
B+L developed a new State Fair logo that incorporates a presenting sponsor, and utilized creative to highlight the key experiences of the Fair. Additionally, we refined the media mix and targets to maximize budget and reach while expanding the primary target audience from women to Adults 18-54, and augmenting the media buys with extensive media trades and promotions.

RESULTS
- 1% increase in attendance to over 861,000
- $4 per capita spending increase from the previous year to $32
- More than $1 million in Cream Puff sales – the 2nd highest ever
- 3-to-1 ratio in trades – a media value of nearly $240,000
- Eight international creative awards for the campaign