SITUATION
The Wisconsin State Fair was facing many changes: year three of a four year renovation project, the grand opening of the new 275,000 square foot Expo Center, a temporary grandstand, and an uncertain and competitive environment.

GOALS & OBJECTIVES
- Brand the Fair as the premier summer event for family fun
- Increase awareness of the Fair and Fair dates
- Increase attendance to the Fair

IMPLEMENTATION
Boelter + Lincoln showcased “Too Big To Miss” icons of the Fair, – cream puffs, cows, roosters etc. in TV, radio, outdoor, newspaper and online messages. The multi-media campaign reached the target audience through combined media, augmented with extensive media trades and Promotions.

RESULTS
- 15% attendance increase from the previous year, shattering two single-day attendance records
- Nearly a 10% increase in Cream puff sales, generating more than $885,000
- More than 700,000 people through the new Expo Center
- 50,000 attendees for the Free Miller Time Main Stage shows