For the fifth consecutive year, The Great New York State Fair, one of the largest state fairs in the United States, entrusted with Studio City to lead the way on their content development execution, official website maintenance, and to develop an overarching social media and digital strategy.
The Great New York State Fair
Client
State of New York Department of Agriculture
Services
Creative & Production | Digital | Social
Services
- Content Development and Creation
- Web Development and Desig
- Social Content Management
- Creative Writing
- Video Editing
- On Site Production
- Staffing of Film Crew
- Pre + Post Production
As the agency of record, Studio City assumed responsibility for orchestrating comprehensive 360-degree marketing initiatives. This included a spectrum of tasks, ranging from the design of banner ads to the crafting of fairground site maps that guided attendees seamlessly through the 13-day event. Our expertise also extended to curating souvenir merchandise and developing interactive touch screen maps, enhancing the overall experience for fairgoers.
But that’s not all – we even designed and created an engaging (and very addicting) online match-3 game that showcased the unique blend of food, farming, and fun that can only be found at the New York State Fair.
The results speak for themselves – the fair experienced a remarkable 6% surge in attendance compared to the previous year (55,000 more attendees!) This achievement is all the more impressive considering the fair has doubled the price of admission since just last year. Additionally, the fair shattered its own record for concert attendance, with country star Lainey Wilson captivating a staggering 53,000 fans on opening night. This milestone surpassed last year's record by over 10,000!
The 2023 marketing campaign for the Great New York State Fair was strategically devised to recapture the attention and enthusiasm of the general public in the aftermath of the COVID-19 pandemic. At the heart of this effort was the aim to evoke excitement and all the greatness the fair has to offer.
To actualize these objectives, Studio City harnessed the content we captured in both 2021 and 2022. We centered our campaign around the personal journey of attending the NYSF. This approach allowed us to spotlight the vivid spectrum of experiences – from the visuals to the resonating sounds, from the amazing tastes to the exciting attractions – that constitute the essence of the fair.
This content development initiative has paved the way for a more unified marketing campaign in the years ahead. It doesn't just encapsulate a moment; it encapsulates unforgettable experiences. Greatness awaits!
Results
- 6% Increase in overall fair attendanc
- 55K Attendance on opening concert night (all time fair record)
- 50+ Pieces of content produced and delivered before each event
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