- The Columbia County Fairgrounds had been operating for decades without an established brand. Fairground land was donated and adopted into the county assets for local events and functions (including the Columbia County Fair and Rodeo), but facilities were not being utilized to its fullest.
- Increase awareness of the Columbia County Fairgrounds as a full service event center.
Solution
Columbia County Fairgrounds is the primary location for large-scale events and functions within Columbia County. Lewis Creative’s research disclosed that although the reputation of the fair and rodeo grounds were exceptionally positive, the awareness of its event center capability was low. Before the county came to Lewis Creative there was little in its brand to set the fairgrounds up as anything other than a facility for the fair and rodeo.
Renaming the fairgrounds to Columbia County Event Complex was the core of the rebranding effort. A new logo that carried a visual representation of the complex’s capabilities solidified the new brand with the target audience. Lewis Creative also provided a new look and feel for the event complex including signage, collateral, advertising and web site.
Results
Lewis Creative helped transition the Columbia County Fairgrounds to the Columbia County Event Complex by creating a new logo, brand standards guide, marketing materials, advertising campaign and online presence.
Customer awareness of the event complex has increased substantially, the annual fair and rodeo attendance has grown and the non-fair related event bookings have increased an average of 136% annually since the rebrand.
© Lewis Creative, All Rights Reserved
