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

Sport Chek celebrates Raptors’ win in timely fashion

Out-of-home campaign celebrating victory launches within minutes of final buzzer

Judy John named to Titanium and Integrated Lions jury

Leo Burnett CCO is one of 10 Canadian judges heading to Cannes in mid June

P&G shows moms’ strength in new Oylmpics spot

'Strong' is a fresh, darker take on the role moms play in their kids' lives

Aritzia branches off with Babaton

Retailer spins off private label brand into its own retail concept

Marketing Awards 2016 shortlist: Part 1

Contenders in the mainstream categories are revealed in the lead-up to the June gala

Jani Yates named president of Advertising Standards Canada

Two senior positions vacant as president and CEO move on to new challenges

ACA to honour ASC CEO Linda Nagel with gold medal

Advertising Standards Canada exec reflects on the move towards self-regulation

NY senator: ‘Spying billboards’ may violate privacy rights

Clear Channel Outdoor Americas' Radar program called into question

Of course Russell Simmons is opening his own ad agency

The in-house content route is best taken by media who aren't brand-friendly otherwise