Co-organization and communication of Europe’s largest Star Wars fan rally

The project included media support and co-organization of the largest Star Wars fan convention in Europe called StarForce. The event was organized by the Kujawsko-Pomorskie Tourist Organization and the Marshal’s Office of the Kujawsko-Pomorskie Voivodeship with the cooperation of members of Legion 501 (Polish Garrison), Rebel Legion (Eagle Outpost) and Star Wars fan clubs from Bydgoszcz and Toruń. It was divided organizationally between Toruń and Bydgoszcz, which nullified the possibility of constant communication of the place. It was also hampered by its niche and hermetic nature and its division into days closed to fandom and open to the general public.

AWARD-WINNING

Client

STARFORCE

Cooperation

Project

Market

Poland

Challenge

The main goal of the campaign was to expand the target audience to include tourists, families with children from northern Poland and unaffiliated Star Wars fans.

Solution

We began active media outreach, showcasing StarForce as a place for anyone who loves movies, fun, or is looking for a new experience. We supported this with communications on popular social networks (Facebook, Youtube), blogger-relations activities, and a series of meetings with rally guests – Star Wars actors, already achieving 20,000 attendees at the second edition.

Results

Creating a strong brand

Huge interest of regional and national media: several hundred media publications at each edition, constant presence of reporters and broadcasting trucks of national TV and radio stations

The main award in the Festival of Promotion of Cities and Regions (Golden Formats) for the best promotional event in 2009.

David Prowse's summary on the official blog: "StarForce 2010 was one of the best events in the more than 30-year history of Star Wars. The event was a huge success, as evidenced by winning the main award at the City and Region Promotion Festival - Golden Formats for the best promotional event in 2009.

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Narzędzie 1

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