The ownership group behind Niagara Falls Comic Con, Hamilton Comic Con, Nickel City Comic Con, and Frightmare in the Falls operates a growing portfolio of established fan conventions across Ontario and New York. Together, the four brands attract thousands of attendees each year through large-scale comic, pop culture, horror, and entertainment events.

Eleven65 Digital

Four established event brands operating across Canada and the U.S. required a digital infrastructure capable of supporting the scale and pace of a growing organization.

Niagara Falls Comic Con, Hamilton Comic Con, Nickel City Comic Con, and Frightmare in the Falls each have their own audience, market, and promotional priorities. The goal wasn’t to bring them under one identity, but to strengthen the systems behind the scenes while allowing each brand to continue operating independently.

As the organizations evolved so did their digital ecosystem. Meta Business environments, Google Ads accounts, advertising infrastructure, tracking pixels, domains, websites, mailing lists, permissions, and other digital systems had been established across different brands, platforms, teams, and vendors over time. This created an increasingly complex environment to manage across the portfolio and an opportunity to bring greater consistency to how those systems worked together.

The pace of the events industry added another consideration. Guest announcements, ticket campaigns, creative, and promotional priorities can change quickly as an event approaches. Digital support needed to be responsive enough to move alongside an experienced team managing multiple events and markets.

The organization already had established internal staff, so Eleven65 needed to integrate with their workflow, provide specialized digital expertise, and add capacity wherever it could strengthen the organization’s existing capabilities.

The challenge was supporting four successful, independent brands with a stronger and more connected digital backbone that could continue evolving alongside the organization.
We began with a portfolio-wide audit of the websites, social platforms, advertising accounts, tracking systems, mailing lists, and digital infrastructure supporting all four event brands. From there, we began an ongoing process of standardizing and optimizing the ecosystem alongside the ownership group, with some areas already completed and others continuing through audit, planning, and improvement.

Across Meta, Google, and other platforms, we reviewed account structures, access, permissions, ownership, tracking, and connections between digital assets. We reorganized and standardized key areas across the portfolio, creating a more consistent foundation while maintaining the independence of each event brand.

Each website is also being evaluated individually across design, structure, functionality, content, SEO, and its role within the broader digital ecosystem. We continue to work directly with ownership on improvements to existing properties and redevelopment planning where it makes sense.

Eleven65 also serves as a digital consultant across the portfolio, providing strategic support as needed. Our role includes campaign strategy and direction, tracking, troubleshooting, account infrastructure, and helping ensure advertising is supported by properly configured systems.

For Niagara Falls Comic Con 2026, we sourced and managed the event videographer, then used the captured footage to produce reels and advertising creative for digital campaigns. We continue to support creative concepts, content, advertising, and other strategic initiatives across the brands as needed.

What began with digital infrastructure has developed into a broader ongoing partnership, with Eleven65 providing additional expertise and support across all four brands as the organization and its digital needs continue to evolve.
What began as support for an individual digital need has developed into a long-term agency partnership spanning all four brands. As the relationship has grown, so has Eleven65’s role, from addressing immediate challenges to becoming a trusted digital partner the ownership group can turn to.

With a stronger and more standardized digital foundation taking shape across the portfolio, new challenges, opportunities, and projects can be approached as part of a broader strategy rather than as isolated decisions.

The result is an ongoing partnership built to support four established brands today while creating the digital foundation for where they go next.