STARFORCE – event communication campaign
The project included media relations services and co-organisation of the biggest in Europe Star Wars fan convention called StarForce. The event was organised by the Kuyavian-Pomeranian Tourist Organisation and the Marshall Office of the Kuyavian-Pomeranian Region in cooperation with members of 501 Legion (Polish Garrison), Rebel Legion (Eagle Outpost) and Star Wars fan clubs from Bydgoszcz and Torun. The event was organisationally divided between Torun and Bydgoszcz therefore communication of one place of the event was not possible. Another difficulty was also its niche and clannish character, as well as division into days opened only for fan clubs and those opened to wide public.
Goals
The main goal of the campaign was widening the target group to include tourists, families with children from northern part of Poland as well as non-attached Star Wars fans.
Solutions
We initiated an active cooperation with the media showing StarForce as the place for anyone who loves movies, fun and entertainment or looks for new excitement. We supported this cooperation with communication in the popular social media channels (Facebook, You Tube), blogger-relations activities and a series of meetings with the convention guests – the Star Wars actors. Already the second edition of the event attracted 20,000 participants.
Effects
- Creating a strong brand
- Huge interest of regional and nation-wide media: several hundred of media publications for each of the editions, constant presence of reporters and satellite transmission cars of nation- wide televisions and radio stations.
- Main award at the Festival of Towns and Regions Promotion (Golden Formats competition) for the best promotional event 2009.
- David Prowse summed the event up on the official blog with the following words: ”StarForce 2010 is one of the best events in more than 30-years of Star Wars history”. The event was hugely successful which was proved by the main award at the Festival of Towns and Regions Promotion – Golden Formats for the best promotional event of 2009.
