Come Home Campaign
DRIVES ATTENDANCE AND TICKET SALES

Challenge

The Missouri State Fair is tasked with the challenge of drawing attendance from across the state on a limited budget. The Fair must reach a variety of audiences and dollars must be allocated where they will have the most impact.

Approach

With an innovative marketing plan leveraging traditional and digital media, constant performance evaluation and optimization and the use of leading digital technologies, Callis and the Missouri State Fair have been able to drive attendance and sell tickets.

Super-targeted digital media, including programmatic, Pandora, Facebook, Instagram and YouTube advertising and a direct email program have allowed each medium to target varying audiences based on ad content and the desired action. This innovative approach provides results consistently exceeding established KPI goals.

Impact

According to surveys from fair attendees, overall awareness has increased significantly due to advertising efforts. In 2017, Callis and the Missouri State Fair were nationally recognized for excellence by the International Association of Fairs and Expositions (IAFE) with the Best Marketing Campaign Award.

Missouri State Fair

The Missouri State Fair has been a tradition for Missouri families since the first fair was held in 1901. Established as a way for farmers across the state to see the latest technology and equipment, the Fair has grown into the largest agriculture showcase in Missouri. It offers a fun and exciting entertainment venue for families throughout the midwest.