After a rebranding in 2004 and two successful three-year campaigns, the Kansas State Fair wanted to evolve while maintaining its “It’s a Wild Ride, Baby!” theme. Branding agency Greteman Group in Wichita, Kansas knew that the advertising message needed to be outrageous and fresh, while speaking to the value of attending the fair—especially important during a down economy. Focusing on a primary audience of teens and young adults (18–24), while meeting the needs of a secondary audience of adults with families (25–54) and traditional fairgoers (55), the creative team retained the essence of the brand and theme of its previous campaigns and added new messages that speak to the excitement and value of the fair, while maintaining a strong connection to its agricultural roots. The new campaign features a TV spot with edgier headlines and bold illustrations of quirky barnyard animals (a glasses-wearing Raving Bull and a carousel animal offering Sheep Thrills) that help the campaign resonate with all audiences.
// From our friends at Communication Arts