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The OC Fair 2013

The Orange County Fair is an annual event held every summer in Costa Mesa, CA.
“The OC Fair Effect” - Event Campaign

Billboard

Bus Shelter

TV & Digital Pre-Roll
English Radio Jingle
Spanish Radio "El Adivino"

Challenges

  • Needed to drive attendance across broad range of age and ethnic groups in Southern California.
  • Needed to break through crowded competitive landscape of local attractions targeting limited family budgets.

Constraints

  • Had to represent a multiplicity of Fair experiences in a 30-second TV spot buy.
  • Required executions in both English and Spanish.

Solution

  • Launched "OC Fair Effect" campaign concept, where elements of the OC Fair stay with you, everywhere you go. 
  • Created multiple :15 TV spots, allowing for back-to-back "mini campaign" spot rotation within :30 media buy, and digital video pre-roll usage as well. 
  • Produced all TV spots MOS, for easy English and Spanish versioning (VO talent swap-out only). Practical and cost-efficient.
  • Implemented multimedia strategy for high reach across LA/OC metro areas through TV, radio, digital, OOH and newspaper.

Results

  • Registered unprecedented CTR of 8%-20% in digital pre-roll.
  • Posted record Opening Hour attendance of 34,168 guests.
  • Registered a 24% increase in Opening Day attendance (year-to-year).
  • Delivered a total attendance of 1,374,579 guests, second highest in Fair history.
  • Promoted top-grossing summer concert series for Pacific Amphitheater (including 11 sold-out concerts).