Case Study: The Great New York State Fair boosts attendance and ticket sales with Dixon Schwabl

The Great New York State Fair boosts attendance 23% with Dixon Schwabl

The Great New York State Fair, a historic event and the oldest state fair in the US, faced a challenge to surpass 1 million visitors following a major revitalization. They engaged vendor Dixon Schwabl to develop a marketing strategy to meet this ambitious attendance goal.

Dixon Schwabl implemented a research-led campaign strategy that repositioned the fair as a collection of unique personal adventures, encapsulated in the "Find Your Great" multichannel campaign. This approach resulted in a 23% increase in attendance, surpassing the 1 million visitor goal, and a massive 16x increase in online ticket sales. The campaign also successfully attracted more first-time visitors and those traveling from over 100 miles away.

The Great New York State Fair