Upland Lemon Festival
Background: Every year, the City of Upland puts on a family-friendly lemon festival with food, carnival rides and other activities.
Challenge: The City of Upland needed a way to boost the festival’s attendance and profits.
Solution: We created a cross-media campaign which included a new logo, posters, flyers, banners, KVCR sponsor segments and direct mail that was delivered to most of Upland. The campaign centered around the concept “No Limes Allowed,” reviving the age-old rivalry between lemon and lime. Obviously, we all know who wins out because Upland’s Lemon Festival is three days where lemon is king.
Our whimsical approach worked. The Lemon Festival had record breaking attendance as well as a substantial increase in profits.