Love wove together the Utah State Fair’s diverse attractions into a unified story celebrating resident pride, community spirit, and Utah’s rich character; delivering More of What You Love through distinct visuals and creative storytelling.
Utah State Fair
More Than a Fair. It’s a Local Love Story.
Quirky, quilt-inspired creative paired with local media purchasing power stole the hearts of locals and brought a record-breaking crowd.
From Farm-to-Funnel-Cake Challenge
How do you create a cohesive campaign that appeals equally to monster truck enthusiasts and baby animal lovers, art show browsers, and deep-fried Twinkie adventurers? The answer: creative storytelling that celebrated its incredible variety without losing focus or diluting its message.
More importantly, it needed to remind locals that this wasn’t just another annual event, but a celebration of Utah’s community spirit and local economy.
Love Communications turned the fair’s overwhelming variety from a messaging challenge into its greatest strength.
Strategic Approach
Rather than trying to simplify the fair’s offerings, the campaign embraced its delightful complexity.
The creative strategy positioned all the individual elements—from livestock competitions to carnival rides, craft exhibitions to food vendors—as pieces of a larger Utah community story. Each element represented a different facet of local culture and commerce.
From Billboards
To Social Media
Massive Reach + Impact
The campaign’s reach and performance created a ripple effect that energized the community, filled locals with pride, boosted neighborhood businesses, and created buzz that keeps people coming back for more.
Record-Breaking Attendance
8.42%
increase in fair attendance year-over-year
Tickets Sold Exceeded
340,000
for the first time in the fair’s history
Everything we created
A powerful media campaign used the vibrant new branding, illustrations, and photography to target locals and drive markets, leveraging billboards, transit ads, social media, and display ads.
Illustration
Photography
The new visual direction and graphics received widespread praise, leading the Fair to adopt them as its permanent creative foundation, updating themes annually while maintaining the successful visual framework.