Strategic Destination Marketing Plan Helps to Break All-Time Attendance Record


America’s only six-state fair and the largest in New England, The Big E used to steadily draw around 1 million visitors through its gates year after year. Our research showed that fairgoers look at the fair not as one Big E, but many little ones, and each had their favorite – food, entertainment, shopping, agriculture, New England tradition, or people watching. We changed the message to reflect that and shifted the Big E’s media to pursue opportunity markets, and have seen attendance grow exponentially.

RESULTS:

Since our shifts in messaging and media, the Big E has drawn an average of 1.4 million visitors – in only 17 days – each year.

 

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