THE CHALLENGE
Refresh a Well-Loved Brand
King Richard’s Faire, a seasonal Renaissance faire in Massachusetts, has been a cornerstone festival of the area for generations. Anyone driving on Route 93 recognizes when the faire season is upon us by the yearly billboards showing the recognizable and lovable King Richard.
Under new ownership and in a new location in 2025, King Richard’s Faire was excited to work with 5 Horizons to revamp the brand, adding more consistency and ties to the time period, while remaining true to the fan favorite King and reassuring loyal fans that the faire would be just as magical as ever.
THE STRATEGY
Gradual Changes for Continuity and Consistency
Our marketing plan for King Richard’s Faire was created with the understanding that there was some hesitation among local faire-goers that the change in location and ownership would change the faire entirely. Our strategic approach was a gradual tweak to existing branding, to visually reassure guests that the core elements of the beloved faire—like local performers, artisans, and games—wouldn’t be changing.
Our creative team developed graphic elements that are more true to the Renaissance period, using purple as an accent color (used to reflect royalty during the time) and bands that were inspired by jousting lances.
Large photographs kept recognizable and beloved performers front and center, ensuring guests that the entertainment they’ve grown to love at King Richard’s Faire would still be there.
29.2M
Reported billboard impressions
3M+
Estimated broadcast impressions
TV and Radio
Strategic Placements
Our integrated mass media campaign included billboards along major highways, ads on subway trains and at key transit stations, traditional and streaming TV and radio, and digital advertising on Google, Meta, and TikTok.
Because of our relationships with media partners, we were able to negotiate bonus placements, a major benefit of negotiating major media buys for our clients.
THE RESULTS
22x
Digital Return on Ad Spend
2025 Season
13.5M
Total impressions from marketing efforts
18%
Digital advertising revenue increase from previous year
King Richard’s Faire’s 2025 season brought a number of new factors, and our key marketing goal was to boost ticket sales. Digital advertising revenue increased 18% from the previous year.
Incremental changes to the brand’s creative ensured consistency and familiarity in the wake of programmatic and event changes, while laying the groundwork for fresh and elevated design.
WORK WITH US
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