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.

Constraints

  • 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).