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For 125 years, the Washington State Fair has been a cornerstone of the Pacific Northwest, creating moments of joy, learning, and community for over two million annual visitors. As the largest fair in the nation, its history is intertwined with the stories of families, farmers, and thrill-seekers alike. Watson Creative embarked on a multiyear partnership to help the Fair redefine its brand, celebrate its legacy, and position itself for an even brighter future.
This effort goes far beyond event promotions. Together, we’ve developed cohesive branding, dynamic campaigns, and art direction for everything from radio and television ads to out-of-home and digital marketing. With seven key events annually and marquee attractions like the Cinch Playoffs Pro Rodeo, the Fair continues to evolve as a vibrant venue while staying rooted in tradition.
At the heart of the Washington State Fair’s rebrand is its voice—Rooted, Visionary, and Edutaining. These elements guide every piece of communication, from nostalgic reflections on its 125-year history to bold campaigns that inspire new generations of visitors.
Rooted in its deep heritage, the Fair emphasizes authenticity, wisdom, and multigenerational connections. Messaging celebrates the moments that families have shared for over a century while embracing the authenticity that defines the Pacific Northwest.
Visionary messaging looks forward, showcasing the latest innovations and thrilling experiences while preserving the nostalgia that keeps visitors coming back. Campaigns are aspirational, optimistic, and infused with fresh energy.
Entertaining content highlights the Fair as a place of fun, learning, and discovery. Whether it’s witnessing a calf’s first steps or exploring new culinary delights, visitors leave with experiences that are both entertaining and enriching.
The concept for the Fair’s 125th anniversary centers around creating tomorrow’s memories today. It bridges past and present, combining imagination, aspiration, and optimism. The campaign’s tone invites fairgoers to revisit cherished traditions while exploring new thrills, flavors, and experiences. This unifying message resonates across every touchpoint, reinforcing the Fair’s identity as a place where memories are born.
Examples of messaging include:
The Washington State Fair’s campaigns are rooted in storytelling and designed to engage diverse audiences.
Bringing the Anniversary to Life
The 125th-anniversary campaign highlights the Fair’s enduring legacy while inviting visitors to imagine its future. From celebratory visuals to historical nods, this campaign evokes pride and excitement.
Multichannel Strategy
Watson Creative crafted campaigns across radio, TV, OOH, and digital channels. Digital ads targeted families, thrill-seekers, and foodies, driving traffic to the Fair’s website and events. Out-of-home placements showcased bold visuals and dynamic messaging across key locations.
Art Direction and Content Creation
Professional photo and video shoots captured iconic moments—from monster truck rallies to intimate family interactions. Animation and motion graphics brought the campaign to life across digital and broadcast platforms.
Interactive Experiences
The Fair’s messaging was integrated into interactive experiences, from social media challenges to onsite activations, ensuring visitors could engage with the campaign in meaningful ways.
“The Washington State Fair is a celebration of history, community, and innovation. Helping to redefine its brand and share its story for the 125th anniversary has been a privilege. Together, we’re creating a legacy that will inspire generations to come.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
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