Get AGRIcultured at The Royal
FUSE helps The Royal reach new audiences, young families and millenials
FUSE is proud to share our work for the 96th year of The Royal Agricultural Winter Fair. The fully-integrated campaign under the new theme “Get AGRIcultured” brought together strategy, creative, content strategy & creation, and digital media activation.
Cultivate your curiosity and Get AGRIcultured at The Royal® Agricultural Winter Fair with campaign by FUSE Marketing Group Inc.
-- Toronto indie agency’s digital and social-focused campaign targets millennials for annual Canadian Fair’s 96th year --
Toronto, ON. FUSE Marketing Group (www.fusemg.com) -- the Toronto-based, privately held integrated agency offering a full range of consumer insight research, advanced social listening, marketing, brand story mapping, campaign and content creation, digital and social media buying – has launched a media campaign entitled Get AGRIcultured, currently running in support of the 96th annual The Royal® Agricultural Winter Fair (www.royalfair.org/) taking place through November 11th at Toronto’s Exhibition Place.
Experience shear joy and udder amazement at The Fair
FUSE built a fully integrated media strategy and launched it one month prior to the event; the team led all strategy, creative, content strategy and creation, and digital activation under the new umbrella theme, to generate top of mind awareness for The Royal Agricultural Winter Fair in the GTA, while breaking through the clutter of other competitive Toronto-based attractions.
“The Royal Agricultural Winter Fair wanted to attract new audiences, young families and millennials, and given the media habits of these audiences we focused on shifting efforts to digital and social channels to generate interest,” explained Stephen Brown, founding partner and president, FUSE Marketing Group Inc. “With our creative and our high profile media partnerships in digital, radio, TV, print and OOH, audiences are less likely to experience ad fatigue because they’re seeing multiple combinations of assets, ultimately increasing the possibility of a conversion.”
Touch a ten pound tuber and say howdy to a hog
FUSE also leveraged Facebook’s dynamic ad offering to optimize the most relevant and highest performing creative against these key consumer segments. In an effort to tell creative brand stories, FUSE created original social media “Get AGRIcultured” video content (see attached), employing humorous puns highlighting relatable experiences to engage parents with young children and drive ticket sales.
“Because we live in such a fast-paced society, we know that everything is always on a screen,” explained Charlie Johnstone, CEO of Royal Agricultural Winter Fair. “As a father of four millennial kids, I know they're looking for experiences and something that they can relate to.” He added, “FUSE has put some serious strategy behind the new campaign and cleverly considered the challenges we faced planning the event, as well as how to keep the Fair fresh, but still family friendly.”
The media campaign included digital partnerships with BlogTO and Narcity -- leading millennial digital publishers in Canada -- targeting the secondary audience demographic of “unicorn chasers and passion pursuers,” supported through Facebook video, Instagram stories and posts, and via Twitter. Print elements include playful and fun, colourful graphic ads in the October issues of Horse Spot, the most respected equestrian magazine in Canada, as well as full page ads in On the Go magazine.
Media partnerships were coordinated with Instagram, Addictive Mobility, Oath, Rogers R.E.D (Rogers Enabled Data Solutions) and the Toronto Star (both digital and print). A clever, cheeky radio campaign (.30 second spots, see attached) is airing across Rogers radio (680 News and 98.1 CHFI), Zoomer Radio (The New Classical and 96.7) and KX96 radio. Television includes CP24 Breakfast Live Eye --reaching one quarter of Toronto’s adult population – with live, on-location remotes. Out-of-home elements include Metrolinx (GO trains and buses) with interior posters and in-train announcements, supported with social media and website postings. On the Go digital billboards are running across Toronto (the PATH, international newsstands and Dundas Square) as well as more than 100 City Scape street pole banners across the city and inside the EX, to increase visibility with commuters and tourists.
Campaign credits include FUSE’s Brie Taylor and Stephanie Salley on the account team; creative was led by David Houghton, Pip Scowcroft, Cristina Markham and Sam Rudykoff, and media was handled by Amanda Flora and Steve Alegrias.
About The Royal Agricultural Winter Fair
Every year in November, more than 300,000 guests visit The Royal Agricultural Winter Fair, which is the world’s largest combined indoor agricultural and equestrian show in the world. Held at Exhibition Place in Toronto, the Fair showcases Canada’s leaders in agricultural, food, and equine excellence. For more information or to purchase tickets to the event, visit: www.royalfair.org, follow @royalfair on Facebook, @THERAWF on Twitter, @theroyalfair on Instagram, or subscribe to @royalhorseshow on Youtube.
About FUSE Marketing Group
FUSE Marketing Group (www.fusemg.com) is an independent agency of marketers and makers, fusing brands to their audiences through connected experiences. Passionate about delivering strategic, innovative and effective marketing solutions, FUSE leverages data and insights to drive its strategies and creative, always with the goal to deliver impact. It tells stories in all channels with an endless love of technology and innovation. With a proven track record as a valued partner to a roster of leading North American clients, FUSE works in a climate of true collaboration and creativity to drive sales, build brands and grow businesses. To learn more visit www.fusemg.com, www.facebook.com/FUSEmg and on Twitter @fusemg.
For more information or to book an interview with FUSE Marketing Group, please contact Susan Willemsen or Briana Le Goaix at The Siren Group Inc. Tel: (416) 461-5270. Email: email@example.com or firstname.lastname@example.org. Visit www.thesirengroup.com and connect on Twitter, Instagram and Facbook @thesirengroup.
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