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The Great New York State Fair The strategy + storytelling behind a record-breaking state fair

For nearly two centuries, the Great New York State Fair has been a beloved end-of-summer tradition—the oldest state fair in the US. But after a $50 million revitalization in 2016, the fair faced a new challenge: a governor’s mandate to surpass 1 million visitors.

Services

  • Community + media relations
  • Campaign strategy + planning 
  • Creative concepting + messaging
  • Content strategy
  • Social media + email marketing
  • Target audience research
  • Web design + development

From research to insights to strategic positioning, this state fair campaign kept visitors at the center

How do you make a centuries-old fair feel fresh, personal and relevant? Market research revealed a key insight: Every visitor experiences the fair differently. Instead of promoting the Great New York State Fair as one massive event, the strategy shifted to positioning it as an endless collection of unique adventures.

Results

  • 23% increase in attendance the first year, surpassing the 1 million visitor goal
  • 16x online ticket sales exploded from $24k to $400k
  • 10% increase in first-time fairgoers
  • 30% traveled 100+ miles to experience the fair

Imagery of state fair campaign billboard

State fair video campaign assets

State fair campaign video

This multichannel campaign leveraged unique experiences to drive engagement and attendance for five years

For some, the fair means fried dough and Ferris wheels. For others, it’s about concerts, competitions or family traditions. The “Find Your Great” campaign tapped into this diversity, inspiring visitors to discover their own fair experience. Over five years, a multichannel campaign showcased the personal moments that make the fair so magical, driving deeper engagement and attendance.

State fair creative campaign adlobs in Spanish, then English

Close-up photography of printed state fair visitors guide

State fair creative campaign horizontal adlobs

Awards

American Advertising Awards, District 2 Regional

  • Gold—Print Advertising
  • Gold—Social Media Campaign
  • Gold—Integrated Campaign
  • Gold—Elements of Advertising—Art Direction
  • Silver—ROI

AMA Pinnacle Awards

  • B2C Integrated Marketing Campaign
  • Digital Marketing
  • Print Advertising

Key Elements

  • A dedicated podcast series to tell behind-the-scenes fair stories
  • Vibrant, inclusive creative that reflected fairgoers’ diversity
  • Audience research that unlocked resonant creative insight
  • A refreshing take on tradition that bridged generational gaps in attendance
  • Earned PR moments + content-led storytelling