San Diego County Fair. Step right up and try your luck!

When Transit won the pitch to work on the San Diego County Fair ad campaign, it was more than just fun and games. Though, not much more. The idea was to not only capture the timeless tradition of the carnival atmosphere of yesteryear, but one of value. This was the perfect vehicle to position the spectacle of national music acts, like Kelly Clarkston, Melissa Etheridge and Clint Black, and all the good-time family fun of a fair, for a really fair price.

Transit went back to the archives and decided a vintage state fair poster look was in order. What communicates family, fun, and value better than an old-time poster? Nothing, in our opinion. And the Fair’s marketing team agreed.

The result: The San Diego County Fair wrapped up the 22-day event with an all-time attendance record of 1,274,442 guests who enjoyed the “Music Mania” theme, attractions, shows, exhibits, food and rides.