The Big E - Marketing

Challenge

Reconfigure The Big E’s fall advertising campaign to be more current — motivating longtime fairgoers to attend every year while continuing to draw first-time visitors.

Result

Employed market research to identify key values of fairgoers; leveraged technology to create real-time, new broadcast spots aired during the Fair; resulted in setting multiple attendance records and multiple award recognitions for marketing materials by the International Association of Fairs and Expositions

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Video Strategic Positioning