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A creative content studio led by Jared Kessler.

Washington State Fair

How do you generate excitement for a family event that’s an hour away?

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INTEGRATED CAMPAIGN + NEW CONCEPTS (TV/RADIO/PRINT)

Every year the Puyallup Fair drew millions of customers through their doors. Except that wasn’t enough to draw people from outside of the surrounding areas, an hour away. Plus, bring in additional bigger name musical acts, vendors and sponsors. So, Jones Advertising brought me in to help tackle the sensitive transition (and rebrand) from the Puyallup Fair to the Washington State Fair. Delivering fresh, new ideas and concepts to help appeal to city-dwelling families throughout Seattle, who maybe knew about the fair, but just didn’t care enough to drive an hour outside of it to attend it. Until now!

THE CHALLENGE

Right when I jumped onto this project I knew that changing names, although trite to some, wasn’t an easy feat. Because if anyone involved had done something wrong, it could send a lot of things into a tailspin — as well as anger a lot of people. So as far as messaging, I knew this was a sensitive topic to a lot of people, including the client, to get it all just right. On top of that, it was essential that we understood this campaign wasn’t targeted to people who already knew and would attend the fair each year, as they always do. It was, instead, for those who didn’t know about the fair, but should.

WHAT I FOUND:

People don’t need to leave the city to experience a good time. Unless, of course, you give them a good enough reason to. 

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THE INSIGHTS

First, I wanted to take the time to really understand what it was we were actually trying to do. Plus, what some of the previous Do The Puyallup campaigns were. Including which ones performed the best (and worst). After that, I also felt like it was important to understand and come up with not just any number of big ideas. But, instead, come up with a number of big, smart and strategic ideas. The kind that appealed to the exact people we were trying to target. 

 
   
  
   
  
    
  
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THE STRATEGY, IDEAS AND EXECUTIONS

When life’s not fair. We are. This was one of many ideas and concepts that I came up with and really felt would perfectly hit the decision maker within a particular family to escape the city for some good ole fun. One where we could use certain Seattle-centric ideas that just wasn’t fair. And at the same time use the actual fair as the escape and hero of our story.

Our greatest love of fair. This separate idea and concept I wanted to make about celebrating all the things we love about our state, like the Washington State Fair. A bit more appealing to the kinds of families that would attend than my first initial concept, I wanted to use a play on words that both drew you in and showed a bit more of the feeling you would get from attending it.

Something for every fun. Another play on words, I wanted to get to the heart of what it is we’re really trying to sell. Something for every type of fun imaginable.  

Any questions?

Since 2008, I’ve completed over 200 creative copywriting projects for many big-name brands like you see above. Delivering everything from integrated campaigns, video/web/social media campaigns, major website overhauls, microsites, direct mail, print ads and more... I started Jared Kessler Creativeas a way to provide a better, more results-driven approach for doing just that. But in a different more personalized way.

Curious how?

Please fill out the contact formto get started. Or simply click on the links below to view more work.