Allentown Fair wins industry communication awards

Jan 19th, 2012Press Release from The Great Allentown Fair

Allentown Fair wins industry communication awards

Fair Marketing Department works with Adams Outdoor, Morning Call

to create winning ads recognized by international fair organization

For  Immediate Release

January 6, 2012

Contact:  Bonnie Brosious/Terri Schwenk

The Great Allentown Fair      Phone: 610-433-7541   Fax:  610-433-4005

Allentown, Pa. ¾ The Great Allentown Fair scored a first and second place in the annual communication awards sponsored by the International Association of Fairs and Expositions (IAFE) announced at the association’s convention in Las Vegas last month.  The IAFE represents more than 1,300 fairs around the world.

The first place winner was a series of Adams Outdoor Advertising billboards named as “Outstanding Promotional Advertising – Multiple Billboards” and the second place was garnered in the “Newspaper Ad – Color Print” category for a full page ad that ran in The Morning Call.

The fair’s Marketing Department submitted entries in media categories for fairs that are attended by 500,001 to 1 million visitors.  The department serves as the fair’s in-house advertising agency that works directly with media outlets to produce and place advertising.

The winning entries were created by Nathan Linder of Adams Outdoor and Trina Skrapits of The Morning Call in consultation with the fair staff about the 2011 fair’s “Picture Yourself Here” theme, target market audience and promotional ideas.

Linder developed a billboard campaign of four comical scenes that replaced the faces of kids enjoying fair amusements with the faces of excited, befuddled adults. “Feel 30 Years Younger,” “Remember When Dizzy Was Fun?”   “Eating Cotton Candy Never Gets Old” and “Parking on the Fairgrounds” headlined boards on roadways throughout the Lehigh Valley that showed adults reliving their youth holding balloons, eating cotton candy and riding rides at the fair.

Skraptis incorporated the 2011 theme into a colorful full page ad that provides an annual “Win Tickets to Ride” promotion giving readers the opportunity to clip photos of fairgoers on rides, affix them to a series of subsequent entry form ads and submit them to The Morning Call to win ride tickets.

In addition to the fair receiving a plaque for first place, photos of the billboard campaign and a tear sheet of the ad were displayed at the IAFE convention.

Fair Marketing Director Bonnie Brosious said, “We were excited about this recognition especially because our division for entry includes most of the nation’s state fairs making it very competitive.  The artists creatively interpreted our theme and goals in a way that jumped off their media to grab attention.”




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