AAA

Goal/ Objective:

To activate the AAA partnership with the Ohio State Fair by providing advertising and marketing support in addition to offering consumers incentives to join the AAA Auto Club service.

Strategy:

• AAA Show Your Card and Save Day
  The entire main gate entrance to the Ohio State Fair is dedicated to AAA. Free information and promotional items are distributed to visitors, and Fair staff is provided AAA branded polo shirts and t-shirts advertising the promotion. Visitors who show their membership card to waiting AAA staff and volunteers receive discount admission to the Fair and those who are not yet members are encouraged to join on the spot.
• AAA Road Service Shuttles. 
  AAA sponsors the parking lot shuttles at the Fair which serve to transport fairgoers from the vast parking areas to the fair’s admission gates and back again. Large signage combined with exposure gained from shuttle drivers and assistants wearing both AAA branded shirts and hats, helps reinforce the AAA brand and helpful service image.
• Advance Ticket Retailer.
  One of only three exclusive advance ticket outlets, AAA has integrated its sponsorship of the Ohio State Fair into a traffic-driving promotion.

Results:

• Parking lot shuttles carry approximately 85% of fairgoers from the parking lot to the fairgrounds, and consumers have direct branding exposure.
• Over 80% of fairgoers purchase their tickets in advance. This provides AAA with an opportunity to interact directly with consumers to promote their auto club services.