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.

Love Is in the Fair: The New Mexico State Fair Celebrates 80 Years.

NM State Fair 2018

It’s that time of year again. The autumn air is crisp, harvest season has arrived, the cottonwoods are beginning to turn orange and the aspens will turn yellow. It’s also the time for the New Mexico State Fair. This is an event to be shared with family and friends and has been for 80 years. Over those years, memories have been made and experiences shared throughout generations. There’s so much to see and do, smell, feel, hear — each year is a unique experience.

The New Mexico State Fair celebrated its 80th year this year. The milestone presented RK Venture with an opportunity to reflect back on what makes the Fair an event not to be missed. It also afforded us the opportunity to design a new logo in commemoration of this remarkable anniversary. Rebecca Hahs, Senior Art Director and Designer, created a logo that mixes nostalgia by incorporating the original font with a new design that nods to our state’s heritage. “The design was inspired by the hand-lettered typography of the 1939 Fair logo, and when combined with a contemporary type face – Triplex – and other modern elements, the logo embodies the nostalgia of the Fair with new additions Fair goers look forward to discovering each year.”      

The concept for “Love Is in the Fair” was chosen as a break from our usual, more quirky campaigns of the past. The message is earnest and genuine, celebrating what really makes the Fair special, a place to bring the family and share memories. This year takes a break for people who want to escape to a simpler time where the only goal is to have fun and experience the wonderment of what makes the Fair an occasion not to be missed. A message that nods to the past with an Instagram-like visual that looks to the future shows how generations of New Mexicans have grown up with the Fair as a part of their shared heritage.

Broadcast Creative Director, Nick Tauro, was inspired by the warm, nostalgic feeling that the State Fair always evokes. “The TV spots for ‘Love Is in the Fair’ are meant to tap into our collective memories of good times with family and friends, all viewed through a 21st Century, ‘Instagram’ style of filter. We really tried to merge the traditions of the Fair, while bringing it up to the current day.”

Marble Brewery created a new craft beer, Hazy Pale Ale, for this year’s event. It’s a summery blend to add refreshment to the fun. KRQE reports.

NM State Fair 2018.png

Attendance was way up this year with over a half million visitors, the first time since the Fair’s schedule was shortened 5 years ago! 

"With everything that is going on in our world, the fair is the perfect place to bring your families, build those memories you so cherish," said State Fair General Manager Dan Mourning. "I do it with my kids every year."  

See the new rides and food from this year here.

Ellen Lockyer also spoke with Dan Mourning, who told her about this year’s fair theme, “Love is in the Fair:” in her radio interview for KSFR.

Rachel Kennedy