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SITUATION
The Wisconsin State Fair is the state’s premier summer event hosting more than 800,000 attendees each year. Boelter + Lincoln was challenged to develop a new marketing plan and theme for the annual event.

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

IMPLEMENTATION
The campaign theme “It’s Go Time” allowed B+L to showcase the unique, competitive aspects of the State Fair in a humorous way while also creating an invitation for people to “go” to the Fair. Creative elements included television, radio, print, outdoor, transit bus-sides and shelters, as well as online advertising, reaching the target audience
several times leading up to the Fair, and augmented through extensive media trades and promotions.

RESULTS
- 22% increase in advance ticket sales to $1.3 million
- 361,661 more cream puffs sold than in the previous year totaling more than $900,000
- Over 20 creative awards for the campaign