LA County Fair

LA County Fair

The Challenge:

The Los Angeles County Fair (LACF) holds its annual 4 weekend event at the Fairplex in Pomona each fall. LACF’s goal was to increase attendance and profit. Creative focus of the 2018 fair was Route 66, which showcased the event as an historic Southern California fixture all while staying relevant in the competitive market of Los Angeles. They sought out an agency who could assist in launching a strategic plan that would hit the core audience of fair goers and would also make a big impact to bring in new attendees.

The Solution:

Revolution Media spearheaded a cost-effective media campaign to build high frequency across all tactics - TV, Radio, Digital, and OOH - messaging and branding of the show with consumers. TV and OOH were used as main ticket drivers with TV hitting a broad audience while OOH was used for a local approach focusing in on key traffic areas and specific neighbor community placement. We also targeted areas along the Historic Route 66 to tie to theming.

The Results:

  • LACF achieved a sales lift its opening weekend and a 5% rise in attendance from previous year.
  • Attendance was 1.13 million, up from 1.07 million in 2017.
  • The LACF won six awards at the Western Fair Association 2018 awards, including Outdoor Advertising Campaign.