HOSPITALITY SALES & MARKETING ASSOCIATION INTERNATIONAL AWARDS NOISE INC. WITH 2 “BEST IN WORLD” PLATINUM AWARDS FOR TOURISM
Client: MILWAUKEE ZOO (1999), WISCONSIN STATE FAIR (2005)
SITUATION: The Wisconsin State Fair needed to increase attendance and reach out to a younger demographic without alienating its core audience of Fair-goers.
OBJECTIVES: Create advertising that portrays the Fair experience in an exciting, fun manner, appealing to all audiences. Increase awareness of the Fair as a tourism destination. Increase attendance to one million by 2005.
STRATEGY:Wisconsin State Fair is a huge event, the premier family entertainment event in Wisconsin. While the Fair’s wide range of activities has universal appeal for an equally wide range of audiences, and offers each of them many compelling reasons to go, there is one particular group who feels more strongly about attending the Fair than any other, hands down–the farm animals. For farm animals,Wisconsin State Fair is the equivalent of the Super Bowl, Mardi Gras and the Miss America pageant all rolled into one. It’s the animals’ chance to shine, to be admired and to mingle with their adoring public.What animal wouldn’t want to go?
And that’s the big idea of the campaign. Every animal wants to go, but not every animal makes the cut. But what if a small group of animals was so excited, so determined, so enticed by the promise of the Fair’s food, fun and entertainment that they refused to take no for an answer? The campaign introduces three animal characters: Cow, Pig and Chicken. Three lively livestock from a farm in Somewhere,Wisconsin.Not content to follow the flock, these rural rebels embark on a mission to escape the farm, get to the Wisconsin State Fair, enjoy the food, the fun, the shopping, the entertainment–the entire Fair experience.
Reinforcing the campaign theme – Good to Go – these animals are desperate to get to the Fair and you, dear consumers, should feel the same way. Creative executions utilize Gotta Get There as a call of urgency. The advertising promoted the animals’ quest, introducing the characters, tracking their travels and documenting the fun they have once they arrive at the Wisconsin State Fair.
TACTICS: Both the characters and the specific selling points of Wisconsin State Fair were featured in the campaign that included television, outdoor, print, radio and transit.
RESULTS: The State Fair ended its 153rd run, breaking attendance records on two of its 11 days and posting record sales in both the midway and the storied cream puff bakery. By the close of the fair, the midway topped $2 million in sales.And the dairy bakery doubled the number of brownies it hoped to sell in its in its debut, pushing bakery sales over the $1 million mark for the first time. As a result, the 2004 fair should meet or exceed its $1.8 million profit projection.