Marketing in the Comic-Con World

Since 2017, I have created marketing strategies that are driven by a fan-centric culture where every experience we design starts and ends with customer success in mind. After getting to know better our fans across our portfolio (through qualitative and quantitative research), we launched our new purpose statement: Discover, Celebrate, Belong.

In 2019, we created two distinctive campaigns for FAN EXPO Canada based on our purpose:

o  Pride: Celebrate your Heroes, Celebrate your Freedom

o  FAN EXPO Canada 25th celebration: Fan First Campaign

Pride:

“Celebrate your Heroes” Foundation:

Freedom, Celebration, Embrace Everyone, placing the spotlight on the first freedom fighters in recognition of the 50th Anniversary of the Stonewall Riots.   

Bridging these elements together, we developed a campaign creative that:

1)     Celebrates inclusion and diversity

2)     Discovers the inner hero and Celebrates Fandom (represented by 6 superheroes)

3)     Reminds the audience of the notable events and achievements of the LGBTQ2 community (represented Marching Boots)

4)     Recognizes the trans community - represented by a younger audience with its distinctive pink flag at our shows

5)     Reinforces what our fans think of the FAN EXPO brand: a place where they belong

Fan First - Foundation:

Nothing quite captures the excitement of discovering and celebrating our fans passions than being able to do that with others in an environment where they can express themselves.

At FAN EXPO Canada, we create unique experiences that celebrate memorable moments in pop culture and create communities where people can belong across fandoms new and classic alike.

As we celebrate 25 years, we wanted to make our fans and their stories the center of the campaign. We interviewed them during Toronto Comicon last March and captured messages that now are part of the campaign going out on July 1st.

Overall goals ...

The overall objective of both campaigns is to have our fans at the center of our communications and our marketing strategy. As we have a unique value proposition validated in different markets, we are ready to attract a younger demographic that is looking to have meaningful face-to-face experiences.

Leveraging on new marketing technology initiatives, we are now attracting mobile-first customers, we understand where this audience lives and their entertainment preferences. Also, this year we are designing an entirely new customer journey strategy offline and online.

Pina Russo