What we did

  • 250% List Growth
  • Winner, Best Use of Technology Large North American Fair.
  • Winner, BCAMA Marketer of the Year.
  • High conversion rates on all brands and properties.
  • High Social Media Engagement

Why we did it

The Pacific National Exhibition is a staple of Vancouver’s entertainment scene, the largest and longest running fair in Canada, and a key part of the city’s heritage and culture.

As the Fair approached is 100th birthday in 2010, attendance was flat and several years of instability about the event’s future had damaged market share and reputation. The organization needed to revitalize its communications and adapt to a modern, technology based society without turning it’s back on its roots as an agriculture fair.

In the years leading up to the big year, the organizers turned to the team at Kinetix Media to structure a comprehensive, robust and engaging digital marketing effort that spanned all sub-brands of the organization and supported a rejuvenated presence for the anniversary celebrations.

How we did it

  • Mobile App released in 2010 that acts as a digital tour guide through events that are ongoing at the fairground. App content is updated in real time and personalizes content based on user preferences – ultimately winning “Best Use of Technology, Large North American Fair” and beating out competitors like DisneyLand and Six Flags for the honor.
  • Targeted email campaigns deployed to house list throughout the season, targeting Playland ticket holders, PrizeHome contest fans, Fair fanatics, concert-goers and Fright Nights enthusiasts with up-to-the-minute information about current events, early ticket access and opportunities to win VIP prizes.
  • Annual contest to drive list growth. A creative new contest theme every year – including “Mini Donut Invaders” , “Where is KC”, ”Red Carpet Treatment”, and “PNE Excuse Notes”. In all, over a dozen innovative contests were deployed during the relationship driving aggregate list growth of over 250%.
  • Social Media engagement including an active and participatory Facebook presence that saw the organization’s mascot getting marriage proposals and fans chiming in to share their enthusiasm for the Fair and it’s branded events.
  • Video Marketing efforts that included media b-roll during the 100th Anniversary Fair and Fright Nights events that formed the basis for ongoing television advertising for these events. A series of “ride Playland with KC Bear” videos encouraged familiarity with Playground’s family friendly mascot while promoting the excitement of rides at the venue.

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