RK Venture

Blog Entry

ZeroProof, New Mexico’s underage drinking awareness campaign, is getting national attention. RK Venture’s campaign combats the serious problem of underage drinking which can cause a host of problems including traffic fatalities and crashes.

Last year the New Mexico Department of Transportation (NMDOT) presented at the 2017 Strategic Communications Forum in Washington D.C. to communicate our state’s plans and network with our colleagues. The National Law Enforcement Liaison Program (NLELP) were impressed by the ZeroProof campaign, its unique positioning and strategy, and chose to publish it as their lead article in the Law Enforcement Liaisons (LELs) newsletter, a publication whose mission is to promote national highway safety programs, initiatives and campaigns.

New Mexico State Fair 2015

The New Mexico State Fair is here, a showcase of New Mexico life and universal fun that is experienced by all in the community.

“Talk About a Great Fair!” is the tagline for this year’s creative, words to elicit a feeling of community, a family event that everyone will be talking about.

A talking pickle, talking cotton candy, a talking guitar, and a talking saddle are all announcing the 77th New Mexico State Fair. They are the main protagonists. The supporting cast includes bunnies, corn dogs, baby goats (you’re not kidding), and bulls. They are all talking about a great fair!

In RK Venture’s 4th year as New Mexico State Fair’s creative agency, we have seen attendance in a steady increase with profits up. Perception of the fair has been turning around, making it a more hip and relevant event not to be missed. We needed to dispel the public perception that the Fair was an unsafe, run down, overpriced venue, that did not feature anything new or exciting. We also decided that a mix of traditional advertising, (outdoor, television and radio) would need to be complemented by an aggressive social media and web-based campaign, in order to reach the Gen X and Millennial segments of the target audience.

In 2014, Fair officials estimated more than 100,000 people attended on opening weekend. The highest number they’ve seen in years. In total, approximately 458,379 people attended the fair in 2014. This reflects the highest attendance under the 12-day format implemented several years ago. The numbers aren’t in yet for 2015, but we expect to see attendance rise again.

State Fair General manager Dan Mourning attributed the Fair’s success and increased attendance to “better promotion, better advertising, better word on how and what to get to the fair and what to expect at the fair.” We are proud to be a part of the resurgence of a great, New Mexico tradition.

We’ll all be talking about a great fair this year.

New Mexico State Fair 2015
Rachel Kennedy