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Case

Expanding the Comic Con universe

Building excitement for Belgium's biggest pop culture convention and an entirely new festival experience.

Comic Con Group had an ambitious vision for 2026. While preparing the milestone tenth edition of Comic Con Brussels, Belgium's leading pop culture convention, the organisation simultaneously introduced Comic Con Open Air: a bold new festival concept that brought the Comic Con universe beyond the convention halls and into the open air.

The challenge

Over the past decade, Comic Con Brussels has grown into a must-attend event for fans of comics, cosplay, gaming, anime, manga, film and television. Every edition raises the bar, with internationally renowned guests, immersive experiences and a passionate community at its heart.

At the same time, Comic Con Group wanted to introduce something entirely new. Comic Con Open Air wasn't designed as another convention, but as an outdoor festival where fandom, entertainment and festival vibes come together in a unique setting.

The challenge was twofold: strengthen the reputation of an established flagship event while building awareness and credibility for a brand-new concept. Both events needed a distinct identity, yet together they had to reinforce the growing Comic Con universe.

The approach

Our PR strategy was built around two complementary narratives:

For Comic Con Brussels, we focused on reinforcing its position as Belgium's leading pop culture event, generating excitement around the tenth anniversary and creating momentum through the announcement of internationally acclaimed guests, including Aaron Paul and Jennifer Morrison.

For Comic Con Open Air, we introduced an entirely new story. Rather than positioning it as an extension of the existing convention, we presented it as a fresh festival experience where cosplay, gaming, fantasy, live entertainment and community come together in the unique setting of Asiat Park.

To maximise impact, we developed a highly targeted media strategy. Instead of relying on broad press distribution alone, we combined personalised one-on-one pitching with carefully segmented outreach. Lifestyle, entertainment, regional and national news media each received tailored story angles, allowing us to keep both events relevant across multiple audiences and throughout the campaign.

We kept both events in the spotlight through targeted media relations, strategic storytelling and continuous press outreach, helping Comic Con Group stay top of mind in the run-up to both events.

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The impact

The campaign generated sustained media attention for both Comic Con Brussels and Comic Con Open Air from start to finish. By creating a steady stream of newsworthy moments and tailored media stories, we secured 47 clippings across lifestyle media and entertainment, regional press and general news outlets. In less than four months, the campaign generated an earned media value of €360,872.76, reinforcing Comic Con Group's position as one of Belgium's leading names in pop culture and live entertainment.

  • Continuous media coverage throughout the campaign period
  • Increased awareness for the 10th anniversary of Comic Con Brussels and media launch of the first-ever Comic Con Open Air
  • Copywriting & editing of press
  • Stronger positioning of Comic Con Group as the driving force behind Belgium's leading pop culture events