Index -> Case Study -> Promoting Special Events

Client

The Western Washington State Fair in Puyallup, Washington.

Objective

To generate public support and attendance while continuing to build recognition for this annual ten day event.

Item

15,000 Bumper Stickers printed in two colors on white vinyl;

6,000 Special Occasion Roll Labels printed in blue on silver foil;

250 Custom Decals (inside window application), printed in brown and white.

Distribution

Bumper Stickers are available free at numerous ticket outlets throughout Seattle, Tacoma, Puyallup and surrounding areas. Organizations and businesses such as banks and retailers in shopping centers also make them available to the public. "They're in demand before we can even get them ordered," reported the distributor.

Staff members for the fair visit grade schools to talk about the different activities at the fair such as petting farms and 4-H attractions. Following the presentation, the Special Occasion Roll Labels imprinted with the copy "Fair School Graduates" are distributed. Students are allowed off on staggered school days to attend the fair.

Three fairs are held annually, the largest of which is the seventeen day "Puyallup" where attendance tops one million people. Staff members are given custom decals which serve as Parking Permits and allow them to drive onto the fair grounds.

Results

Over the years, this event has grown from an annual town fair to the Western Washington State Fair, now one of the ten largest fairs in the country. Years ago, the slogan "Do the Puyallup" was developed. As the buyer commented, "They have a theme that works and are smart enough to stick with it. When you say 'Do The Puyallup,' everyone knows what you mean. They're collectors items. Everyone wants one on his car." Media includes radio, television and newspaper, but "Bumper Stickers are a big part of advertising. They work well ­ especially when we're trying to reach people in communities." Bumper Sticker orders have been placed for over fifteen years.