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 campaign that would brand the total Fair experience.

GOALS & OBJECTIVES
- Brand the Fair as the premier event of summer
- Build awareness of the Fair and Fair dates
- Increase overall attendance
- Augment the budget with trades

IMPLEMENTATION
B+L positioned the Fair as the premier event of summer with “The Grand Champion of Summer” trademarked title, highlighting the “best of” fair experiences. Media included television, radio, print, outdoor, transit and online advertising, focusing on markets within 70 miles, and was augmented with extensive media trades and promotions.

RESULTS
- More than 50% increase in web traffic from the previous year
- 3-to-1 ratio in trades valued at more than $230,000
- More than 10 international creative awards for the campaign