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The OC Fair 2015

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

TV

Challenges

  • Needed to drive attendance across broad range of age and ethnic groups in Southern California.
  • Had to convey event is "bigger than ever" during 125th anniversary year.
  • Needed to break through crowded competitive landscape of local attractions targeting limited family budgets. 

Constraints

  • Required incorporating legacy B-roll footage in TV executions.
  • Had to integrate with client-produced print, collateral and out-of-home creative. 
  • Needed executions in both English and Spanish.

Solution

  • Created "One Big Party" theme—with direct transculturation to Spanish ("Una Gran Fiesta")—that connoted a broader event scope, and integrated with client-produced, wide-angle photo-based creative concept.
  • Featured dynamic motion graphics to enliven legacy B-roll footage.
  • Facilitated cost-effective bilingual versioning into :30 and :15 cut-downs with music-only audio track.
  • Developed :10 and :15 traffic radio spots to aid event awareness.
  • Implemented multimedia strategy for high reach across LA/OC metro areas through TV, radio, digital, OOH and newspaper.

Results

  • Total attendance of 1,301,445 fairgoers.
  • Total food sales of $23.1 million (a $579,000 year-to-year increase).
  • Total concert ticket sales of 151,619 to Pacific Amphitheater (an 8.5% year-to-year increase).
  • Total ridership for OC Fair Express bus service of 78,896 people (a 2.5% year-to-year increase).