The Big E

The Big E is like a state fair on steroids. Taking place over 17 days in West Springfield, MA and representing all of the New England States. My job each year is to create a fresh look that reminds local audiences of why they love going and to introduce new customers to all the event has to offer.

PROJECTS

• Outdoor Advertising

• Banner Ad Design

• Brochure Design

• Print Advertising

• Direct Mail

• Video Art Direction

The Big E has been an annual event now for over 100 years. For a lot of folks in New England it is an yearly tradition. The challenge while working with the Big E is to make sure we continue to appeal to their base and remind them that something different is happening every year while also trying to reach new audiences in outer markets on the rim of New England and into New York.

More Flexible Creative

In the past the fair has done most of their advertising in newspapers throughout New England with some printed billboards in Springfield and Hartford. We shifted their creative to be a lot more flexible. Using digital billboards and a larger online presence executed with pre-roll video, homepage takeovers on news networks, and display ads. These all allowed for changing messages depending on the placement, time of day, and even impending weather.

Success

The renewed marketing effort has been successful on three fronts.

  • This past year saw a record breaking attendance of over 1.5 million people in 17 days.
  • Audience particiation on social media has risen to over 200K followers on Facebook and 13K on Instagram
  • Ticket sales online have risen significantly with the changes in media
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Let’s Start Something new

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