"It became apparent to us after some initial research that we needed to implement a consistent and cohesive brand identity for the Florida State Fair," said Rip Stalvey, Director of Marketing for the Florida State Fair Authority.  He added that, "Some of the most recognizable brands in the world do not change their logo or slogan every year, otherwise customers would not be able to remember them as easily.  By branding this new slogan consistently year after year, we will position the Florida State Fair in the mind of our customers as a once a year, MUST SEE event, that should not be missed.  They will also come to remember fondly that experience and want to come back every year."

The Florida State Fair plans to get back to basics by emphasizing the things people know and love about the annual event.  According to a 2010 on-site survey, fair visitors indicated that they were influenced to attend the Florida State Fair by these factors:
1. Food
2. Entertainment
3. Livestock
4. Cracker Country -- a rural Florida Living History Museum
5. Rides

The Florida State Fair's marketing campaign will engage people with fun and creative promotions to emphasize these core elements.  The marketing campaign will kick start in December with the announcement of the Florida State Fair's entertainment line-up and early discount ticket sales available for purchase online and at the Fair's Box Office.

The 107th annual Florida State Fair will take place on February 10-21, 2011.  The Florida State Fair – always in Tampa and always in February – is organized by the Florida State Fair Authority under the leadership of Florida Department of Agriculture and Consumer Services.  Agriculture Commissioner Charles H. Bronson leads the Fair Authority, which oversees the Florida State Fairgrounds and the annual Florida State Fair.  The Florida State Fair Authority is a non-profit organization which operates primarily from revenues generated from the annual State Fair and other ongoing events during the year.  Presently, the Fair Authority does not receive any state tax appropriations from Hillsborough County, City of Tampa, nor the State of Florida.  For more information about the Florida State Fair or the Fairgrounds, visit online www.floridastatefair.com, call toll-free (800) 345-FAIR or (813) 621-7821.

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For media inquiries, please contact a Fair Authority staff member as identified below:
(1)  Denise Shreaves – Manager of Marketing & Public Relations for the Florida State Fair Authority
E-mail shreavd@doacs.state.fl.us / Office #: (813) 627-4314 / Cell #: (813) 732-0141