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StarForce

Time and place: 1st edition (2010) – Torun, 2nd edition (2010) – Bydgoszcz

 

CUSTOMER: Kuyavian-Pomeranian Tourist Organization

StarForce has been organized by the Kuyavian-Pomeranian Tourist Organization and by the Office of the Kuyavian-Pomeranian Voivodeship Marshall , with cooperation of members of Legion 501 (Polish Garrison), Rebel Legion (Eagle Outpost) and Star Wars fan clubs from, Bydgoszcz and Torun. The event was held under the patronage of the Polish Tourist Organization.

SITUATION (2009)

  • High organizational potential in the form of two dynamic Star Wars fan clubs – from Torun and Bydgoszcz
  • Former fan conventions were made in narrow community focused around portals of Star Wars enthusiasts.
  • Potential media anchor in the form of the 30th anniversary of Star Wars premiere in Poland.
  • Torun – a city associated with space subject, thanks to Copernicus and Observatory in Piwnice near Torun.
  • The event is divided into two parts – open for everyone (Saturday), and closed, for previously registered fans (Friday and Sunday) – information problem.

SITUATION (2010)

  • In accordance with the organizers’ assumption, the second edition of the event was moved to Bydgoszcz, a city which virtually is not associated with the space subject at all.
  • The previous edition of the event got a lot of publicity in the media, therefore the requirements for the Agency have increased.
  • Possibility of using advertising support (outdoor) as a reward for the previous edition of the event (considered to be the best promotional event of 2009).
  • The event is divided into two parts – open for everyone (Saturday), and closed, for previously registered fans (Friday and Sunday) – information problem.

ACTIONS (2009)

  • Extending the Event target group to tourists, families with children from the northern Poland and Star Wars fans who are not members of any formal or informal organizations (so-called fandoms).
  • Inviting two actors who played supporting roles in the Star Wars to Torun.
  • Making regional and all-Poland media interested in StarForce 2009.
  • Viral actions in the Internet, including active communication before and during the event in the micro-blogging service Blip.pl.
  • Establishing and running a StarForce-dedicated channel on the YouTube portal, where the participants will be able to post their video reports from the event.
  • Running a press office during the event.

ACTIONS (2010)

  • Inviting an actor who played one of the main roles in the Star Wars movies – Davind Prowse (Darth Vader) to Bydgoszcz.
  • Information campaign run for two months (August and September 2010), the purpose of which was to publicize the event throughout Poland and promotion of Bydgoszcz and the local newly-opened opera, where part of the event was held.
  • Camping run in traditional and internet channels.
  • First phase of the campaign (August):
  1. making regional and all-Poland media interested in StarForce 2010.
  2. onset of outdoor campaign in Bydgoszcz, Torun and Warsaw.
  • Second phase of the campaign (September).
  1. intensification of media relations, extended also to media dealing with celebrities and so-called “week events” – coordination of interviews with David Prowse.
  2. seeking organized groups of fans willing to attend the Event and arranging interviews with them in the local media Increasing the scope of information about the Event throughout Poland.
  • Running a press office during the event.

EFFECTS (2009)

  • Enormous interest of regional and all-Poland media.
  1. over 70 publication within as little as 3 days from the event,
  2. several dozen journalists present,
  3. permanent presence of reporters and TV mobile studios of all-Poland TV stations – TVP INFO and TVN 24,
  • Over 6500 participants of the event.
  • Customer’s decision about entrusting Planet PR with media care over the event in the next edition.
  • Main award in the Festival of Cities and Regions Promotion (Golden Formats) for the best promotional event of 2009.

EFFECTS (2010)

  • Interest of regional and all-Poland media increased in relation to 2009.
  1. almost 200 media publications, including 30 in the TV.
  2. presence of representatives of all leading media.
  3. live relations in TVP 1, TVP 2, TVN, TVN24, Polsat and Polsat News TV stations, as well as in RMF FM radio.
  • Name of the city and organizer of the event (K-POT) mentioned in every material and publication.
  • Over 20 000 participants of the event.
  • Customer’s decision about entrusting Planet PR with media care over the event in the next edition.
  • David Prowse’s summary on his official blog: “Starforce 2010 is one of better events in over 30 years of Star Wars history.”

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