So many reasons to love the fair
Who doesn’t love a good county fair? With the food, rides, animals… There are so many reasons to go to the fair, and that’s exactly what we highlighted for our client, the Northwest Washington Fair, for their marketing campaign this year.
The NWF wanted to build up excitement for their 100-year anniversary (taking place in 2010), while at the same time identifying just what makes their fair so special (affordable family entertainment, cleanliness, small-town atmosphere, etc), and they wanted to do so in an “edgy” way, without being too edgy (think baby chicks rocking out at a Ted Nugent concert…).
With so many aspects of the fair to highlight, this could’ve become an overwhelming task. Rather than steer away from this, we took that concept and ran with it. What we wound up with was the “97 reasons to love the NWF” campaign. (97 years in operation, 97 reasons to love the fair…)
It’s always a great feeling to see your work come to fruition, and this project is no different.
It’s unlikely you were able to go anywhere in Whatcom County over the past month without experiencing this campaign at least once. Whether you saw the billboard on Mainstreet in Lynden, a poster around town, one of the ads on TV (a first for the NWF), noticed the NWF employee t-shirts at the fair, caught a glimpse of the many yard signs either in front of a house or local business, or saw the display in front of the local Haggen grocery store, reasons to love the fair were everywhere!
With so many great reasons to love the fair, our job was pretty easy. So what’s your favorite reason to go to the fair?
After wrapping up this year’s attendee research project for the NWF (something Baron & Co has done for the NWF mgmt for years in order to measure who’s going, how attendees feel about the NWF, number of people reached by advertising, etc.), we were pleasantly surprised to find out just how many people saw or head an ad for the Fair this year: 91%, or about 191K of the 210K attendees. This includes about 57K who saw one of the NWF’s TV ads…
[...] the “Reasons to love the Northwest Washington Fair” marketing campaign we initiated last year for Lynden’s annual fair, here’s the newest design we’ve created for the NWF. [...]