Fans Gather In Droves For BravoCon 2022

One full weekend. Nothing but Bravo, Bravo, Bravo.

In this immersive fan experience, where more than 30,000 people attended BravoCon (from October 14 to 16) for panels featuring the franchises’ stars and photo opportunities with them, NBCUniversal has found a way for Bravo to stand out in the crowd. In today’s era of “Peak TV”, where finding an audience is a growing challenge, this is certainly no easy feat.

“Whether you believe in the ‘reality’ of reality television or not, you have to believe in the marketing power of BravoCon,” noted Mike Tankel, partner/optimist at the marketing and development firm To Be Continued. “With high ticket prices, VIP experiences and loads of merchandise, those attending were more than fans, they were – and are – their own media channels touting all things Bravo.”

“It’s the kind of escapism that other entertainment channels frequently seek, yet rarely deliver,” he added.

Given this writer’s penchant for any of these fan-centric “Con” gatherings, it was two straight weekends at The Jacob Javits Center in New York City; first for Comic Con and then for BravoCon. For the latter, I was with my wife Jodi and our two Bravo super fan friends – Marshall and Ellen Saidel. And, since I remember that day in 2010 when I first sampled The Real Housewives of New Jersey (and binged about 5 or 6 episodes initially), I wasn’t all that surprised over the level of enthusiasm from the fans.

Admit it…you watch these addictive shows on Bravo too!

Emotional Connection and Loyalty

For an advertiser, the days of targeting ad dollars just to the viewers watching TV on TV is history. Experiential marketing like Comic Con and BravoCon, where you can bring your brand to life, is an essential marketing tool. It is a customized and authentic experience that creates lasting memories. It only adds to the popularity and value of an individual program or a particular theme. And, for an advertiser, the ability to tie your brand into this live event offers a unique marketing opportunity (particularly today when the average household has over 100 content outlets at its fingertips).

The list of advertisers participating at BravoCon included Bud Light Seltzer, Chase, Chevrolet, Hilton, Lay’s, Pepsi, State Farm, Ulta Beauty and Yoplait. And what was billed as the Bravo Bazaar featured about 60 brands — two-thirds were “Bravolebrity”-owned — that were available in-person and online.

“As a brand, Bravo has shattered the glass ceiling of fandom by becoming a multi-platform cultural phenomenon coveted competitively, and sought-after financially,” said Laura Molen, President, Advertising and Partnerships, NBCUniversal in a statement. “It has cultivated a community that fosters high engagement and generates high-impact results for marketers, which is why 19 sponsors have trusted us and signed on as partners for this year’s BravoCon. From our on-the-ground custom content to the offerings of our virtual and real-life bazaar to our turn-key streaming and digital activations, we presented full scale opportunities for our partners at every level and are incredibly proud of the outpouring of support we received.”

From The Beginning

“Prior to 2019, BravoCon was born from a Watch What Happens Live event Andy Cohen did in Los Angeles,” said Ann Scheiner, EVP, Ad Sales at NBCUniversal Media. “The passion, the excitement, and the fandom. There is such a strong appetitive for the fans (or, in Bravo lingo, ‘Bravoholics”’) to connect with their heroes, and something our executives never witnessed to this extent before.”

“BravoCon went from a one dimensional opportunity to a multi-dimensional experience for ‘Bravoholics’ and for fans. Not only do we have the event, which we are able to enjoy live again after the launch in 2019 (and the delay afterwards due to COVID), but you have that access beyond attendance,” added Scheiner. “Whether it is content you will be able to consume on Bravo, and our other platforms, or through social media, this audience is so focused on the connection with these ‘Bravolebrities’ that it is an incredible platform for them to connect. This year we were really excited about the eCommerce opportunities.”

BravoCon 2022

With a reported three times as many attendees than the first BravoCon, the fans came from all over the country for the three-day festivities. The schedule also included five live tapings of Andy Cohen’s Watch What Happens Live talk show (at Manhattan Center’s Hammerstein Ballroom). And those who also ponied up enough money to buy VIP and SVIP access (the latter at a reported $1,950 for a three-day pass) got the opportunity to drink and mingle with their favorite network stars in private rooms.

For Monterey, California resident Kayla Maytum, traveling over 3,000 to BravoCon was a no-brainer. “This was a birthday present to myself, she said. “And those of us who watch Bravo know what it is like to indulge and just have fun.”

Of course, there is no shortage of Bravo-centric content in the future. In programming news, Bravo has announced Luann and Sonja: Welcome to Crappie Lake, a spinoff from Real Housewives of New York featuring Sonja Morgan and Luann de Lesseps trading New York City for small-town life

Bravo also unveiled that Sai De Silva, Ubah Hassan, Erin Dana Lichy, Jenna Lyons, Lizzy Savetsky, Jessel Taank and Brynn Whitfield will be the cast for the upcoming 14th season of The Real Housewives of New York City. The cable net has picked up new seasons of the Below Deck franchise: Below Deck Mediterranean, Below Deck Sailing Yacht and Peacock’s Below Deck Down Under. Bravo’s Married to Medicine three-part reunion begins Sunday, October 23 at p.m. ET. And upcoming Southern Charm spinoff Southern Hospitality, which follows Leva Bonaparte as she manages her staff at Republic Garden & Lounge, will premiere on Monday, November 28 at 9 p.m. ET.