Leading a Grand Champion Campaign

Clay County Fair

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The Clay County Fair is held annually in Spencer, Iowa and has proudly held the slogan of ‘World’s Greatest County Fair’ since 1928. After a year off in 2020, the Clay County Fair team was looking for a way to create buzz and excitement about the classic event returning in 2021, as well as welcome fairgoers, new and old, to come and enjoy the fair.


The Caliber team dug right in, learning about the fair’s rich history and many proud traditions. The tagline ‘It’s On!’ was established to create excitement and reiterate the fact that the Clay County Fair was indeed on for 2021. The ‘It’s On Like…’ headlines remind fairgoers, new and old, of their favorite fair traditions, along with many more reasons to return to the fair in 2021.

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When it came to creating the look and feel for the 2021 fair, we first latched onto the iconic tower gate and ferris wheel included in the official Clay County Fair logo. We saw the potential this simplified graphic could have as a recognizable symbol of the historic fair and fairgrounds. We expanded on this with other fair-themed illustrations and typography, and paired them with witty headlines and bold colors.

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New avenues of marketing were added in order to reach new audiences and make this year’s fair stand out like never before. Posters and newsprint ads were designed to be more eye-catching, while driving viewers to the website for more information. Other traditional media included tv, radio, and billboard, while social media and digital campaigns ran online to attract new audiences.

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