For the third consecutive year, Loma Media has produced the broadcast advertising campaign for the nation’s 5th largest Fair. And, for the third consecutive year, the San Diego County Fair has shattered attendance records.
“Race to the Fair,” was the theme for the Fair’s 75th anniversary, and southern Californians took the message to heart. Record daily attendance exceeded 64,000, and the grand total eclipsed 1.4 million visitors, an increase of more than 6% over last year’s record head count.
Automotive stars included a spiffy ’41 Ford Super DeLuxe, a cherry ’61 Buick LeSabre, and (an appropriately) bright yellow ’71 Datsun 280Z. Loma’s John DeBello wrote the upbeat jingle, which added a toe-tapping Roaring 20s feel to the automotive parade:
An added dimension to the campaign featured a hit online video directed by Loma’s Lisa Comrie and starring an actor who didn’t appear in Risky Business, Mission Impossible, Vanilla Sky, or Top Gun:
Just how successful was the 2011 San Diego County Fair? It’s anticipated that the state-appointed fair board will approve a new schedule in September…adding two more action-packed days to one of the region’s most beloved experiences. Ladies and gentlemen, start your engines!
