Blue C Advertising, developed and implemented an integrated advertising campaign for the OC Fair, which attracted over one million attendees to this year’s Fair held at the Orange County Fair & Events Center in Costa Mesa. The effective campaign contributed to the 2008 OC Fair attendance of 1,062,673 guests, setting the second highest attendance record in the Fair’s 116 years. The attendance record of 1,090,653 was set in 2007, which Blue C also created the ad campaign for.

The 2008 OC Fair theme “Say Cheese!” was carried throughout the advertising campaign. Commercials (:30 and :60) were developed for television and radio, and was supported by “Say Cheese!” themed print ads, collateral, direct mail, text-to-win promotions, a local cheer contest, outdoor campaigns, and other outdoor executions such as bus wraps, event banners, and ongoing marketing communications support.

During the Opening Day Free Hour on July 11th, 26,202 people enjoyed free admission and parking from noon to 1 p.m. and were greeted by the finalists in the “Say Cheese” cheer contest with enthusiasm and zeal. Blue C in tandem with the Fair organized to have these cheerleaders featured on local television morning shows, and awarded the pep squad with the most unique cheer OC Fair tickets for their entire school.

Special ads promoting charitable opportunities were also created as a part of the effort to attract attendees to the 2008 OC Fair. For example, “The Fair’s Summer Food Drive” on July 23rd, had 11,863 generous fairgoers donate 30.5 tons of nonperishable food items, which will provide meals for an estimated 120,000 individuals through Second Harvest Food Bank of Orange County. On July 30th, during the Fair’s “Summer Book Drive”, 15,712 bookworms donated 42,637 new and used children’s books to Orange County public elementary schools. 

In addition to the advertising for the OC Fair, Blue C also produced advertising for the OC Market Place® and Lexus Summer Concert Series at Pacific Amphitheatre where oncertgoers filled the 8,500-seat venue.

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