Summer. It is over now, kind of, which is sad. Also a thing we are sad about because it’s over is the North Dakota State Fair in Minot, North Dakota, which ran this year from July 21 to 29. It was obviously the highlight of the summer, so we’d like to highlight all of this year’s happenings and the work we did for this year’s marketing campaign. So buckle in.
The 2017 North Dakota State Fair was “Where Summer Shines,” as this was the campaign theme and tagline for the year. This year, as is our yearly tradition, KK BOLD helped NDSF in picking a new look for their website and the creation and distribution of their marketing materials. KK BOLD worked directly with NDSF on an on-sale campaign advertising when tickets went on sale, as well as a traditional campaign in June and July that featured TV, radio, newspaper, online radio and online video. Because traditional TV watching habits change in the summer, we increased our online video spend even more than previous years. That gave us a chance to track the performance of ticket sales and directly target people who were more likely to attend the Fair.
Another thing we did with the Fair that we do every year was create promotions for meet and greet opportunities and ticket trading. That meant boosting the profile of the Fair while also giving lucky fans a chance to meet their favorite artists from this year’s stellar Fair lineup, which included Little Big Town, Fergie, Brothers Osborne, Thomas Rhett, Jason Aldean and Paramore with special guests X Ambassadors.
Attendance at this year’s North Dakota State Fair came in at 299,077, an increase of 5,954 from 2016. We’re always happy to see attendance increase, and this year was no exception. This year was also an internal anniversary, as it was our 15th year as the agency of record for the North Dakota State Fair. Working that long with the Fair is a source of pride for us, and we’re happy to continue along on the ride. The Fair ride. Those are always fun.
Like most of you, we were at this year’s Fair to experience all the sights and sounds. Unlike you, probably, we were there to film footage for next year’s advertising. We hope everyone had as good a time as we did at this year’s State Fair, hopefully without eating too many cheese curds like we did. Next year’s North Dakota State Fair officially opens July 20, 2018. We’ll see you all there, and you’ll see some ads for it before then. No spoilers.