SITUATION
The Wisconsin State Fair was facing many changes: year two of a four-year renovation project, a change in the main stage venue and ticket structure, and the celebration of the 150th year since the first Wisconsin State Fair.

GOALS & OBJECTIVES
- Continue to brand the Fair as the premier summer event for family fun
- Increase attendance
- Increase advance ticket sales
- Promote multi-day visits

IMPLEMENTATION
Boelter + Lincoln showcased “150 Years of Fun” depicting the history and tradition of the Fair, utilizing historic photos of past Fairs and the well-known Fair icons in TV, radio, outdoor, newspaper and online ads. The multi-media campaign reached the target audience several times leading up to the Fair, and to augment the budget, B+L established extensive media trades and encouraged promotions to enhance the value of the trade at a 3-to-1 ratio.

RESULTS
- Increased per capita spending throughout the Fair
- 30% increase in daily attendance through Post-heat wave
- “Fair Deal-Come Back Again” discounts used by 14% of visitors
- 90% percent of visitors surveyed indicated that they would return to the Fair next year