For KK BOLD, 2021’s North Dakota State Fair marketing started out in a place it had never started before. Due to the COVID-19 Pandemic, the 2020 Fair was canceled, but much of the marketing materials for the year had already been completed. Since the designs, new footage and new tagline hadn’t been used, the Fair decided to go ahead with those same plans for 2021.
In 2019, KK BOLD shot a new style of footage for a new concept for TV. The footage included drone and GoPro video, as well as hyper-lapse and time-lapse. This new video, combined with more traditional shots, gave the TV new life in order to grab the viewers attention while conveying the excitement to be had at the Fair.
KK BOLD also recommended updating the tagline to complement the new look and graphics. After deliberating internally and with KK BOLD on the directions and options provided to them, they decided on “Now it’s really summer!” The new tag, to be used in both tradition media like print and billboards, but also online ads, radio and TV, calls out to the idea that summer isn’t truly complete until the Fair arrives.
Participants look forward to this annual event every year and after missing a summer, it’s even more true. Those 9 days you’ve been waiting for are almost here. Join us in Minot, ND, July 23-31! Now it’s really summer!