Wai-con (the anime con in question) is just very lucky in many ways - or exceedingly clever. I think they hit the zeitgeist of 21st century cosplay-centric anime fandom at exactly the right time. I'm not sure they're going to be sustainable, because they're reliant on a very specific currently very "hot" form of fandom, but if they do cool off and drop in size I don't think it will be their fault.

I was in charge of marketing Swancon last year and I thought we did a pretty good job. Web and print marketing, cohesive brand, we were on Facebook and Myspace, got some strategic coverage in key Perth-based e-newsletters as well as some support from local radio. We also got the highest attendance at a Swancon since the 1980s, so I think it worked.