Campaign helped realize a 7% increase in attendance, surpassing the 5% goal set by Del Mar Fairgrounds
Met all project milestones
Finished media was delivered on time and on budget
Project’s ‘wow factor’ greatly exceeded Del Mar Fairground’s expectations
Eighteen different deliverables completed in six weeks

Highest Attendance in Event History

The 2016 San Diego Fair ad campaign combined the magic of Alice’s Adventures in Wonderland with the whimsy of Steampunk style. The San Diego County Fair is the largest annual event in San Diego County and rated one of the top-ten fairs in the U.S. and Canada. 2016 attendance broke the previous year’s record with more than 16 million people from San Diego County and Baja California enjoying the event.

Dual Goal Campaign

The campaign combines the Mad About the Fair attendance-driving theme with an emphasis on the amazing entertainment value the San Diego County Fair offers through incentives like Albertsons $4 Fair Days and Fair Tripper packages. TV and radio spots were designed to not only captivate, but to inform the public of free grandstand shows and value promotions like kids five and under always free. The end message was that there is something for everyone at the San Diego County Fair.

Getting the Value Message Out

With a desire to increase Hispanic attendance from San Diego County and Baja California, a cross-cultural promotional campaign appropriate for both audiences was needed. Simply translating the spots wasn’t enough, the ideas had to translate across cultures as well. The magic of Alice in Wonderland combined with a strong value proposition was able to resonate with both audiences.

Proof of Concept

We used found footage from the web to produce a video to show our vision.

Making of


Before / After