Luminato Festival hires Torque Strategies

Annual creativity festival Luminato lands an experienced sponsorship shop

New partnership to elevate corporate partnership program

Canadian sponsorship marketing shop Torque Strategies will be partnering with the Luminato Festival, the Toronto’s annual festival of creativity.

Janice Price

Torque specializes in tailored sponsorship strategies to strengthen connection between brands and consumers, so the chance to link brands with an experience-driven non-profit event such as Luminato is something that should deliver plenty of examples of innovation. The multi-disciplinary arts festival (which runs June 6 – 15) has grown to become a key consumer engagement opportunity for corporate Canada.

“We are excited to partner with Torque Strategies to help us expand and diversify our partnership strategy,” said Janice Price, CEO of Luminato. “We believe Luminato is a time, a place and a set of experiences where each of us can reconnect with the creative in ourselves – making the Festival a powerful platform, delivering a highly engaged audience to partners. Torque’s experienced team and unique approach to building partnerships aligns with our core vision.”

Torque is no stranger to the entertainment realm, having worked with the Canadian Olympic Committee on its brand protection strategy and with Corus Radio Vancouver on its sponsorships.

“Working alongside the Luminato Festival aligns seamlessly with our values and passion to positively impact our community,” says Bart Given, managing partner and chief innovator at Torque.

“Putting the audience at the centre of the strategy will be key for the Luminato Festival to enhance the consumer experience and deliver meaningful local and national engagement opportunities to their partners.”

In its eighth year, Luminato attracts over 1 million live and digital festivalgoers each year at approximately 200 multi-disciplinary arts events.

Advertising Articles

On The Move: Additions at Ketchum and Zulu Alpha Kilo

A weekly update of who's headed where in Canadian marketing and communications

Fuse livens things up for clients with new division

Toronto agency blends social and experiential under new brand

MEC goes for good times in new campaign

Creative focuses on fun, outdoor experiences with friends and family

Toronto culinary experience brings new credit card to life

Pomp & Circumstance promote CIBC/Air Canada card to media and influencers

The Body Shop pops up in Yorkville

Retailer testing new storytelling installations at pop-up store

CFL partners with EA on in-game content

Partnership places current and legendary CFL players inside Madden NFL Mobile

Media Innovation Awards 2016 shortlist — Part 1

Nominees in Best Use of Content, Best Use of Digital Channels and Niche Marketing

Kia Cubed

New experiential initiative aims to shift consumer perceptions of Korean automaker

Enbridge wants customers to pass the smell test

Utility company goes scratch-and-sniff route to help customers identify gas leaks