Cosplay Case Study

1.0 Introduction

Cosplay, also known as costume play, is a type of performance art to dress up as a specific character from a film, book, music band or video game, especially one from Japanese genres of manga and anime (Oxford University Press, 2012) It is a popular trend where people dressing up mimicking fictional characters from diverse representations, such as Mickey Mouse from Disneyland. Although the term cosplay was originated and become famous from Japan, cosplay was actually originated as an American hobby from the United States. At the beginning, a small group of cosplay fans or cosplayers gather together at places to share experiences and style of their cosplay characters (Lotecki, 2012). As numbers of cosplay fans continue to grow these days, the small gathering becomes events with an attendance of over millions.

2.0 Positioning Statement

In Australia, cosplay is famous but only happened in special occasions or festivals. Therefore, it would be a great opportunity to explore and introduce the cosplay culture into Australia. To make this campaign possible, we choose the SEFA EVENT, a French company who specializes in hosting public events since 2007, as our target client/advertiser (Sefa Event, 2012).

The following statements are the positioning of this promotional campaign plan:

 The purpose of our promotional campaign plan is to collaborate with the SEFA EVENT in order to promote the Japan Expo, a cosplay plus animation event.

 This promotional campaign plan provides an excellent environment with numerous premieres and conferences for cosplay lovers. In addition, this plan offers an opportunity for those people who are interested in knowing the culture of cosplay, animation, movies, video games and comics.

 The venue of this event will be held in Brisbane Convention and exhibition Centre and it will last for four days.

 This event not only focuses on cosplay but also provides extensive activities such as the Japanese tea ceremony, on-site Karaoke competition, peddling comics and animation peripheral products, interaction