In live event marketing, mass messaging rarely works. You’ve got to speak directly to the people you want at your event. The Washington and Oregon Renaissance Faires, produced by Wandering In Time Productions, bring in thousands each summer with jousting, artisan markets, live music, and immersive theater. Reaching everyone from sword-wielding superfans to Gen Z casuals meant ditching the one-size-fits-all approach and making every ad dollar count.
The result? 16.5X ROAS in Washington and 15.2X ROAS in Oregon, and several sellout weekends across both events.
The Challenge: One Event, Many Audiences
Marketing a Renaissance Faire might sound simple. Throw some dragons and turkey legs into an ad and you're done, right?
Not quite.
Wandering In Time Productions had two flagship faires and a broad mix of audiences: families, Gen Z trend-hoppers, cultural event fans, and history buffs. Each group needed a different hook, a different tone, and a different reason to care. Broad messaging wouldn’t cut it. And with a limited budget, there was no room for guesswork.
Strategy: Speak Their Language, Not Just Loudly
We didn’t treat this like a generic event campaign. We treated it like a mixtape, with each track designed for a specific fanbase.
1. Build Out the Personas
We started with segmentation. Families, Gen Z explorers, medieval role players, and culture lovers each had their own path to purchase. We mapped out what made them tick.
2. Tailor Messaging by Profile
No single voice was going to work. So we created custom copy for each persona, with different angles, visuals, and calls to action. For families, it was safe, wholesome fun. For Gen Z, we leaned into the immersive and aesthetic; think BookTok-friendly storytelling, cosplay influencers, and content designed to make their friends ask, “Wait, where was that?”
3. Test, Track, Tweak
We didn’t “set it and forget it.” We watched the data daily. Split by gender, tested age brackets, and shifted spend to what worked best. The numbers showed us who was buying, and we leaned in.
Results: Multiple Packed Weekends!
This campaign didn’t just perform. It crushed.
16.5X ROAS (Washington)
15.2X ROAS (Oregon)
31M+ impressions (25M digital, 6M traditional)
Sold out 6 of 9 weekends across both locations
On top of that:
Strong buzz on social
Excited fans and positive media coverage
Clear insights for scaling future events
What Set This Campaign Apart: Persona-First Execution
Most marketers build one campaign and blast it everywhere. We didn’t.
We gave each audience a message that felt like it was made for them. That also let us highlight different sub-events, like artisan markets or live jousts, to the people most likely to show up. We didn’t try to talk to everyone at once. We made sure each person felt seen.
Lessons Worth Stealing
Start with personas. Messaging only works when it matters to the person reading it.
See how we built personas to fuel the brand and messaging for Summer Jam.Don’t skip segmentation. The more you slice it, the better your results.
Check out how we used geotargeting to add 3,100+ ticket buyers and boost venue profitability.Use data to steer. Watch what works and move fast.
This was central to our Netflix ads case study; data-driven, responsive, impactful.Promote the pieces. Sometimes the niche is what gets people through the gate.
We experimented with dark ads to promote specific artists or moments, and boosted ROAS by an average of 49 %.Tailored beats broad. Always.
For a macro example, see how we drove 59× ROI for RBC Bluesfest using layered, audience-led strategies.
Ready to Make Your Next Campaign Actually Connect?
At BEM, we craft campaigns that feel personal and perform powerfully. If you're tired of “spray-and-pray” marketing and ready to speak directly to your fans, we’ve got you!