Florida State Fair

The Florida State Fair needed a campaign that could bring the scale, energy, and personality of the Fair into every channel and every corner of the fairgrounds. We developed the Find Your Fun campaign strategy and designed the full creative system across the media buy, including paid social, organic social, digital display, out-of-home, print, and supporting campaign materials. Working with PPK on media buying, PRESS PR + Marketing on public relations and media support, and Happy Hour Creative on the Fun “Like This” television spot, we helped build a campaign platform that promoted rides, food, entertainment, tickets, agriculture, vendors, sponsors, and the full guest experience.

The design work extended well beyond advertising. We carried the campaign into on-site signage and fairgrounds touchpoints to connect the guest experience back to the larger campaign. We designed the visitor’s booklet to as the fair-goer’s “Guide to the Twelve Days of Fair Fun.” We helped solicit ad placements in the booklet to drive business participation from vendors, create added value for sponsor partnerships, and offset production costs. We also developed campaign-aligned merchandise and keepsakes, including a collectible State Fair pin, State Fair t-shirt, and additional branded items. While the primary campaign centered on the bold blue Find Your Fun system, we also created a similar spin-off identity for the agriculture department, giving youth agriculture competitions, shows, and related programming their own connected but distinct visual presence.