What happens when the state’s most beloved tradition starts to feel more overwhelming than inviting?

For the Minnesota State Fair—the largest and best in the country—the challenge wasn’t just helping guests find their favorites among endless choices. It was also about reframing the event for those who saw it as too crowded or too costly.

Enter No Fair Like Yours—a bold, retro-inspired campaign that turned “too much” into “just right.” More than a creative refresh, it recast overabundance as personalization and accessibility, nudging guests toward less crowded weekdays and spotlighting free attractions. The result: a fair that felt more personal, more affordable and more efficient to attend.

In the first five days, attendance climbed 15% year-over-year, with a record set on Monday—an off-peak day—showing that a more personal, accessible fair can boost both participation and growth.