SITUATION
The Wisconsin State Fair is the state’s premier summer event hosting more than 800,000 attendees each year. In the events industry, advance ticket sales are important and often referred to as “rain insurance” since there are no guarantees that the weather will be nice for an event.

GOALS & OBJECTIVES
- Increase advance ticket sales to the Wisconsin State Fair

IMPLEMENTATION
Boelter + Lincoln repositioned the advance ticket program as “Fair Deal,” wherein people would receive a $3 discount on Fair admission when they purchased tickets between April and June. B+L launched the promotion using direct mail, print, online and public relations, generating immediate response with “Last Chance to Save” messages in direct mail, digital outdoor and online media, and distributing posters to ticket outlets with “Purchase your discounted tickets here” messages.

RESULTS
- Significant increase in ticket sales on the day the “Last Chance” digital outdoor and online media ran
- $125,000 increase in overall advance ticket sales to more than $1.3 million in total