Royal Agricultural Winter Fair selects Grip as AOR

The Royal Agricultural Winter Fair has named Grip Limited as its agency of record, replacing incumbent Smith Roberts, which held the account for less than two years. Rachel Woodman, director of marketing for the Royal, said Grip was given a three-year contract, beating out shortlisted agencies Leo Burnett, DDB Canada, and Small World Marketing. Grip […]

The Royal Agricultural Winter Fair has named Grip Limited as its agency of record, replacing incumbent Smith Roberts, which held the account for less than two years.

Rachel Woodman, director of marketing for the Royal, said Grip was given a three-year contract, beating out shortlisted agencies Leo Burnett, DDB Canada, and Small World Marketing.

Grip will handle the marketing strategy, planning, print, television, radio, outdoor, online and social media advertising for the annual fair, which takes place Nov. 2–11 at Exhibition Place in Toronto.

Woodman said she was most impressed by the insights that Grip was able to provide about their customer base—which at present is 61% female, 39% male.

“Because of their relationship with Facebook and with Google, Grip was able to glean insights and information about our audience that we didn’t know about,” she said.

Woodman said the marketing will also shift this year from a primary focus on mom’s and families to a broader demographic.

“We’d like to reintroduce the Royal to the city of Toronto. There are a lot of urbanites and young professionals who haven’t experienced the Royal as it is today,” she said. “We want to get the young people out of the theatres and bring them down to the Royal and have a completely different experience.”

This year marks the Royal’s 90th anniversary in Toronto.

Advertising Articles

Mouse Marketing picks up Polysporin

Sampling program aims to increase brand awareness and reach

Club Med selects Sid Lee as AOR

Cirque du Soleil will also partner with the brand on a "circus-inspired playground"

On the move: New hires at Media Profile, Strut, John St.

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

Cundari continues hiring spree

Agency bolsters accounts team

Taxi announces new national management team

New senior promotions finalize new leadership structure after Telus loss

H&R Block focuses on expertise in new campaign

The brand replaces its long-running "Tax Pain" platform with new creative

The Hot Plate rebrands as THP

Toronto shop looks to expand beyond its origins as a food-marketing agency

Tennis Canada serves up a new brand and national campaign

Multi-media campaign from Revolution urges Canadians to "Live the Moment"

Has Scot Keith quit advertising to chase his NHL dreams?

123w president hits the ice with the Vancouver Canucks