Background:
The State Fair of Virginia had experienced declining attendance since 1999.
Goals:
Reverse the trend by attracting new attendees, while holding onto its base of loyal visitors. Pinpoint the fair's emotional appeal - its brand essence - and use this to stimulate renewed and new interest in what the fair had to offer.
Solution:
The brand study revealed that the State Fair's greatest appeal was what it means to families - it was associated with family outings and family fun - and particularly interaction with animals. Yet its advertising had strayed away from this basic appeal. As a result, it was recommended that families, children, animals and new attractions be featured in all advertising under the theme "11 Days of Wild Things." The campaign focused on fun and families.
Outcome:
The downward trend has been reversed and in 2004 the State Fair of Virginia had its best year since 1996, increasing attendance by 30,000 from 2003.
