Indiana State Fair

Marketing a Hoosier Tradition

The Indiana State Fair, a client we’ve worked with for nearly a decade, has always faced a unique challenge: reinforce what’s known and expected among the event’s one million annual attendees while introducing attractions that bring in first-time attendees. When it came to promoting their 17-day showcase of “Youth, Agriculture, and Education,” the client needed fresh branding in an entertaining environment that would target a statewide rural and urban audience.

Indiana State Fair: Logos

We combined traditional agriculture imagery with contemporary executions across the following deliverables:

  • Broadcast
  • Digital
  • Print
  • Out of home media
  • Fully revamped Indiana State Fair website

The Asher media team also mobilized its bargaining power to negotiate and place media throughout the state, achieving a 3-to-1 ratio of added value. As a result, we were able to completely maximize the limited media budget.

Indiana State Fair: 2012 Website
Indiana State Fair: Poster
Indiana State Fair: Poster

Best of Show awards for three consecutive years

International Association of Fairs and Expositions

The festival saw an average of 850,000 visitors. More importantly, revenues from gate and concession sales were up, along with consistent increases in sponsorship program revenue and ticketed event sales. Onsite research indicated a 91% positive customer satisfaction and 96% indication of return visits. The Indiana State Fair’s brand is stronger than ever and the event has proven to be a “must attend” event of the summer for families across the Hoosier State.

Indiana State Fair Stat 3 - 91%

Positive customer satisfaction

Indiana State Fair Stat 2 - 96%

Indication of return visits

Indiana State Fair Stat - 850,000

Visitors

Asher Fort Wayne
535 West Wayne St
Fort Wayne, IN 46802
260.424.3373
Asher Fort Wayne
535 West Wayne St
Fort Wayne, IN 46802
260.424.3373
Asher Indianapolis
450 E 96th St, Suite 500
Indianapolis, IN 46240
260.424.3373
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Washington, DC 20006
301.651.2508
Asher Charleston
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Charleston, WV 25301
304.342.1200
Offices
Fort Wayne, IN
Indianapolis, IN
Washington, DC
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