a legendary fair, a bold new partnership

2025 marked the start of an exciting new partnership between Caliber and the South Dakota State Fair, and we couldn’t wait to roll up our sleeves and get to work. Held every year over Labor Day weekend in Huron, the South Dakota State Fair is “Where Friends and Family Meet”—a celebration of community, tradition and six days of nonstop fair fun.

For our first campaign together, we kept the creative clean and confident. With a brand as beloved and recognizable as the State Fair, we didn’t need to reinvent the (Ferris) wheel. Instead, we leaned into its iconic color palette and pulled the word mark straight from the logo, building a bold, flexible design system that worked seamlessly across every placement.

To build excitement leading up to the fair, we produced two high-energy radio spots that showcased the year’s grandstand acts and got listeners pumped for the live entertainment. In addition, we created a general radio spot celebrating everything the fair has to offer—from thrilling midway rides and livestock shows to fair food, family fun and memories that last a lifetime. Together, these spots captured the full excitement of the fair and encouraged attendees to plan their visit early.

grandstand A radio :30

grandstand B radio :30

general radio :30

We carried the campaign theme across a wide range of touchpoints, ensuring a consistent and recognizable look throughout the fair experience. From event signage and a printed event guide to VIP and media passes, every piece reinforced the State Fair brand while keeping attendees immersed in the excitement from the moment they arrived.

To bring the fair to life, we produced a dynamic video that captured everything the State Fair has to offer. Using exciting footage of rides, shows, food and family fun, the video immersed viewers in the sights and sounds of the fair, giving them a taste of the experience and building anticipation for their visit.

a legendary fair, a bold new partnership

grandstand A radio :30

grandstand B radio :30

general radio :30

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