How a State Fair’s Marketing Strategy Broke Records in 2024
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The Strategy That Grew Over 1.1 Million Visitors
Every year, state fairs bring communities together with food, fun, and unforgettable memories. But behind the scenes, driving that kind of turnout takes more than rides and corn dogs—it takes smart, strategic marketing.
In 2024, a partnered with KeyMedia Solutions to roll out a bold, data-driven digital campaign. Despite some major tracking limitations, the results were nothing short of historic: a record-breaking 1,182,682 attendees. So how did they do it?
Let’s break it down—and show you why this is a must-read case study for anyone involved in state fair marketing or large-scale event promotion.
The Challenge: Tracking the Un-trackable
One of the biggest hurdles? Tickets were sold through a third-party platform that couldn’t fully integrate with the marketing analytics stack. That meant no direct conversion tracking from digital ads to ticket purchases.
It was a marketer’s nightmare—but also an opportunity to get creative.
The Strategy: Go Broad, Get Smart
With limited backend data, the campaign focused on what could be tracked: engagement, reach, and platform performance. The team leaned into high-impact channels like:
- Connected TV (CTV) and Olympic CTV Ads
- YouTube and Video Ads
- Digital Audio Ads
These ads were hyper-targeted to families aged 35–54 within 100 miles of the fairgrounds. But they didn’t stop there. Using audience insights, the campaign expanded its reach to include Gen Z and Millennials (ages 18–54) across neighboring states—tapping into new crowds and driving interest at scale.
The Results: State Fair Marketing for the Books
The campaign ran for limited days, but the numbers speak for themselves:
- 🎡 1,182,682 total visitors (beating the 2019 record by 12,000+)
- 📅 128,732 visitors on the biggest day—a new single-day record
- 🚀 627% increase in engagement rate and 154% growth in website traffic
- 🎟️ 22% of site sessions converted to ticket purchases—even with third-party sales
This is what happens when state fair marketing meets innovation, precision, and platform expertise.
Want the Full Breakdown?
This case study is packed with insights on:
- How to drive ROI without full conversion data
- Why video and CTV ads are dominating event marketing
- Audience expansion tactics that actually work
Download the full case study to get the complete strategy and see what made the 2024 State Fair campaign a massive success.