The Challenge
Capeflow Productions manages multiple Comiccon events across Canada. While they had largely relied on traditional channels to promote their Ottawa and Winnipeg events, the organization recognized an opportunity to introduce more digital marketing into the mix, particularly in Winnipeg, where they had only been active for a few years.
With a relatively tight project timeline, they needed a partner who could quickly develop and execute a media strategy tailored to their events and audiences.
The 6P Solution
Our approach shifted the mix to digital-first, with traditional playing a supporting role.
One of the biggest advantages digital introduced was agility. Because celebrity guests and event details can change leading up to showtime, traditional tactics had previously limited how early campaigns could launch. Digital allowed messaging to be updated on the fly, enabling us to get in market earlier.
That longer lead time created more opportunities to promote early bird ticket pricing and build awareness over a broader window leading into each event.
Digital tactics also made the campaign more actionable. Audiences could move directly from an ad to the ticketing page. And by introducing platforms better suited to younger audiences, we were able to reach fans that were previously difficult to engage.
Traditional placements remained an important part of the mix, strengthening visibility and credibility. We also made the switch to digital billboards, allowing for agile adjustments to messaging. Lastly, cinema placements were introduced around major film releases to connect with audiences in contextually relevant moments.
The Outcome
The digital and traditional tactics generated over 18 million combined impressions that helped drive more than 200,000 site visits, reflecting sustained audience interest over the campaign period.
Traditional and digital tactics worked together to fuel site traffic.
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