Fan Expo x Citizen

One of the major product partnerships that Citizen has is with the Disney Alliances for timepieces created in alignment with various Disney, Marvel, Star Wars and Avatar characters or movies. In order to raise the brand awareness for these collections, I proposed partnering with Fan Expo for presence at Toronto Comicon, Calgary Expo and, most importantly, Fan Expo Canada. As part of this initiative, we designed a custom booth, product displays, and ‘exclusive’ drops. My role for this activation was to lead a cross-departmental team to deliver an engaging on-site and digital experience.

  • Branding
  • Social Media
  • Tradeshow
  • Creative Direction
  • Strategic Partnerships
Fan_Expo_Canada_logo.svg
Engaging booth design, targeted digital campaigns and interactive components to raise brand awareness.

From project conception through to execution, I was directly involved in all aspects of this activation. Some highlights were providing creative direction for the booth design, coordinating with Disney / Marvel / Star Wars for approvals, leveraging my media relationships to launch digital various campaigns sharing our presence at Fan Expo and working with our internal team to identify which products we would display on-site. I also held a one-day brand training session for those who would be working the booth, ensuring that all brand messaging would be consistent. Finally, I worked with our e-commerce team to build a landing page specific to the event.

Following the first event, the company witnessed an increase in sales and online traffic for the Disney Alliance products. At Fan Expo Canada, we sold product on-site for the first time ever, and exceeded our sales targets. Due to the success of the event, we have since participated in additional Fan Expo tradeshows.

  • BrandCitizen
  • IndustryTimepieces
  • RoleDirector of Marketing & Data Integration
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