VIECC Vienna Comic Con: Superhero Roadshow

• Reed Exhibitions wanted to continuously grow one of its new events – the VIECC Vienna Comic Con, launched in 2015 for the first time. Thus, in 2016, Chapter 4 has been hired to support the VIECC Vienna Comic Con and promote the convention as best as possible.
• Together with the client, Chapter 4 came up with the idea of an engaging roadshow, while focusing on a strong promotion and efficient media relations in Austria and the neighboring Slovakia.
• The main idea: Superheroes are promoting the VIECC Vienna Comic Con and asking fans and the general public to join them in November 2016.

29%

more visitors

Campaign Overview

• 1^st stop Vienna: Spiderman jumped from the roof and a Transformers Autobot had simply walked among the people in a shopping center. Media had been warned that a major photo opportunity would come up, so they were also on site (but did not have any details yet).
• 2^nd stop Bratislava: we had booked an exclusive location on top of Bratislava and invited cosplayers to join the event. Media have been invited to a photo opportunity. At the end, the logo of the VIECC Vienna Comic Con has been projected onto the woods in front of the Bratislava fortress (a very visible spot).
• Finally, we had created a video from the footage of the roadshow and promoted the VIECC Vienna Comic Con with it
• In 2016, 29% more tickets were sold vs. the previous year.
• Media coverage has been extensive, with over 400 articles generated.