Repositioning from “fun place” to “celebrating Kansas,” and attracting attendees. In spring 2018, the Kansas State Fair selected us to help them pivot from a decade-long campaign that board/staff coined as “silly” in nature and “traditional” in media use.
Because we had little time to execute the 2018 campaign, we made the best of the existing creative campaign and focused intensely on social/digital media with dozens of videos and engaging content.
In fall 2019, the true work began on defining a new essence for the Fair and creating a new visual identity.
Through workshops and listening sessions, we landed on “Celebrating Kansas,” as the essence, with strategic pillars focused on helping Kansas achieve its goals. We also took ideas from other state fairs, such as this 2019’s wildly popular Visitor Guide and new app.
We were thrilled to roll-out an evolved visual identity in spring 2019, which kicked-off the 2019 Fair campaign. From a sponsor development standpoint, our major achievement was to cast the Fair as a media channel, giving sponsors and advertisers more ways to reach the Fair’s audience. We’re currently developing a list of national advertisers to contact via an email drip campaign.