Oz Comic-Con Melbourne, Brisbane & Sydney 2018

Oz Comic-Con is Australia’s biggest celebration of all things pop-culture. The convention, that runs in NSW, VIC and QLD explores multi-genre content from across the spectrum - film and television stars, comic book artists and voice actors; gaming demonstrations and cosplay competitions; creative workshops and master classes; and hard-to-find, exclusive merchandise from vendors. Rocket comms were brought on board to showcase Oz Comic-Con and its content to relevant media and the wider, Australian population.

 

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Objectives

  • Enact full-service PR activities for each of the key ticketing / launch dates;

  • Increase influencer engagement;

  • Secure placements and visibility in mainstream media;

  • Engage more varied audiences with a focus on parents and families;

  • Focus on event content pillars (not TV & film guests) - anime / comics and gaming.


strategy/Activity

With focus on the events’ content pillars, Rocket Comms’ strategic national and per State pitch calendar generated broad, long, medium and short lead, editorially garnered pieces, driving saturation of messaging and content through to event go-live dates.

Rocket Comms established relationships with influencers from the comics, gaming and cosplay communities to act as spokespeople and talent for media placements where appropriate. Similarly, Rocket Comms placed high profile Oz Comic-Con cosplay, comic and gaming talent in mainstream media leveraging their pop-culture relatability.

Rocket Comms developed an angles matrix and for content to target each potential demographic and the widest range of potential media targets, for example, lifestyle - My Life as a Plus Size Cosplay, Parenting - Families who cosplay.

Carefully timed photo calls were also developed for each ‘Con’ a week ahead of the event which generated broadcast and mainstream print and online media at the perfect time to drive last minute ticket sales.

Additionally, Rocket Comms developed synergistic partnerships with Secure Parking and Typo to extend the events’ reach to an even wider audience than ever before. We also engaged local, independent Melbourne brewery, Stomping Ground, to create a world first ‘Comic-Can’. The Comic-Can featured customised, limited edition comic artworks for each State’s Oz Comic-Con event, drawn by world renowned comic artist, Wayne Nichols.

These special edition artworks were also pitched as front page covers for key publications in each State resulting in front page covers on M Magazine (Melbourne) & Spectrum (Sydney), as well as in paper full pages in the Courier Mail & online on Brisbane News.

Other aspects of the campaign included establishing a relationship with Make-A-Wish to facilitate the wish of a young boy, while also publicising his attendance to Oz Comic-Con Brisbane with his family - securing national television coverage on Sunrise.

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Results

Rocket Comms’ outreach garnered over 1,000 dedicated Oz Comic-Con coverage pieces across the Australian conventions, generating national reach and total market saturation of all media platforms. We saw a cumulative reach of more than 301,831,001 and an AVE of $7,637,720. Resulting in a ROI of 273:1.