For their 2009 campaign, I designed the red otaku arrow with the slogan “Otaku are everywhere.” The arrows pointing out all the otaku (japanese for "fan"). Partially executed by a guerilla marketing team distributing stickers and hand bills around the cities the marketing team traveled to. The campaign was specifically designed to get the attention of potential fans outside their normal market and in the mainstream marketing chanels in Kansas City to maximize exposure beyond their standard marketing in the past.

 

Carrying the concept through to the event itself, the internet, and the convention’s presence in the industry, the campaign has helped cement Naka Kon’s position as the leader in the regional convention market, and a major player in the national market as well. The 2009 year still marks the single largest growth percentage the event has ever achieved.