San Diego, CA. –

The San Diego County Fair, one of the nation’s 5 largest, set an all-time attendance record in 2009, and Loma Media was proud to play a key part.

“Times are tough, and it was imperative to reach the community with a value-driven message,” said Loma principal & creative director John DeBello.

Building on the Fair’s ‘Music Mania’ theme, the integrated campaign featured a fun mix of television & radio spots, print & outdoor advertising, plus a pair of animated “viral” videos that provided a humorous edge to the proceedings.

For the first time in its 50-year history, the Fair’s internal marketing team worked with a single partner to create unified campaigns in English and Spanish. Incorporating key cultural distinctions into the creative, Loma helped leverage an overarching thematic into concepts that resonated with targeted audiences.

The overall creative was built around an upbeat jingle written by DeBello that played in both languages, serving as a bed for radio and television. Graphic designed evoked the spirit of “old time” county fairs, underscoring familiar values and family experiences.

“The Fair had an outstanding line-up of Grandstand acts,” DeBello added.  “The retro ‘Americana’ flair in the design contrasted beautifully with the contemporary appeal of American Idol stars such as Kelly Clarkson, David Cook, and David Archuletta—and it was a natural for country legends like Clint Black and Loretta Lynn.”

Total attendance was 1,272,442.

Almost as impressive was the sheer amount of gourmet delicacies consumed: 10,000 deep-fried S’mores, 13,000 deep-fried Twinkies, and a whopping 28,000 deep fired Oreos.

(We won’t take any credit for that.)

About Loma Media
Loma Media creates strategic motion media solutions that deliver measurable results to world-class organizations and emerging businesses alike. Around the globe, across the web, Loma specializes in the design, production and distribution of compelling communications content that makes a difference. Headquartered in San Diego, CA, Loma Media is on the web at www.lomamedia.com.

Company Contact
Janet Dahle
619-215-5661
jdahle@lomamedia.com