// The Youth Fair
Case Study
The Youth Fair

the Spectacle

Ranked among the top fairs in North America, The Fair aimed to significantly increase attendance despite ticket price increases for admission. With overall participation struggling to match pre-pandemic sales, WOW MKTG stepped in with an integrated media and influencer marketing strategy to generate awareness, increase attendance and boost ticket sales to reach their target of 500,000 visitors. In order to achieve this, it was crucial to identify the audiences with potential interest in The Fair by conducting a deep-dive research study and develop attractive content that would resonate with and better position The Fair within that target audience.

Digital Momentum

To drive significant ticket sales and reach a larger audience, WOW MKTG proposed the reallocation of The Fair’s publicity budget towards digital media. This strategic decision involved incorporating new digital channels while continuing to prioritize the ones that delivered the highest conversion value in previous campaigns. By embracing digital media, the agency sought to expand overall brand awareness, particularly in the Miami-Dade County and South Broward DMAs.

On with the Show

Leaning on The Fair's reputation for revving up adrenaline and enthusiasm, WOW MKTG introduced the theme, "A World of Fun," which was infused into all marketing efforts. Animated creative assets and refreshed promotions captured the spirit of adventure, while new food items and thrilling rides added to the excitement. Drawing on the importance of keeping the nostalgic essence of The Fair, which opened in 1972, the agency incorporated staple elements that held sentimental value to attract longtime visitors. By balancing innovation and tradition, The Fair 2023 surpassed all expectations, shattering the attendance goal and exceeding both revenue and ticket sales projections.


surpassed goal in attendance


Total Attendance


Digital impressions




Return on Ad Spend


TV/Cable/Radio impressions.


OOH impressions.


impressions from influencers


engagements from influencers


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