With film fans now swarming Toronto for its annual International Film Festival, sponsors are in full activation mode to capitalize on the celeb-seeking crowds at theatres and parties for the next week.
The premier sponsorships went mostly to brands who have been longtime supporters. What can moviegoers expect from those companies looking to benefit from a little movie magic?
Marketing books a room at the Target Hotel
Though Target isn’t opening stores in Canada until next year, the retailer continues to tease its northern debut with experiential events, most recently at the Toronto International Film Festival. The retailer partnered with the newly opened Templar Hotel for the first four days of TIFF as a way of celebrating design, pop culture and innovation, said Lisa Gibson, spokesperson for Target Canada.
[Watch the video]
NKPR marries fashion with photography for IT lounge
NKPR rolled out the red carpet on the IT Lounge Portrait Studio Thursday morning as part of the Toronto International Film Festival, giving a select list of brands access to some of the industry’s biggest celebrities. [Watch the video]
Years sponsoring TIFF: 18
What is it doing?: Lead sponsor of TIFF since 1995, Bell’s sponsorship program for 2012 includes a tribute to Canadian cinema, a cinema-related art exhibit and on-site demonstrations of its Bell Fibe TV and Bell Mobile TV services at the “Bell Box.”
Tiff Sponsor Close Up: RBC
Years sponsoring TIFF: 5
What is it doing?: There are four main components to RBC’s campaign and execution around TIFF this year: advertising, consumer contest, RBC Emerging Filmmakers Competition and client hosting activations. RBC worked with BBDO on the initiatives:
Tiff Sponsor Close Up: Skyy Vodka
Years sponsoring TIFF: 6
What is it doing?: Skyy has assembled what it calls a “robust” sponsorship package highlighted by the “Skyy Vodka Award for Best Canadian First Feature Film,” which features a $15,000 prize.
TIFF Sponsor Close Up: Wolf Blass
Years sponsoring TIFF: 2
What is it doing?: In addition to providing all of the wine at official parties and events throughout the festival, the Australian brand has taken part in a number of other activities including… [Read more]
IN THE NEWS
Red Lion putting celebrity antics in focus for new campaign
(from Sept. 10, 2012)
It may have missed the boat on Charlie Sheen, but Toronto-based Psynex Pharmaceuticals should have no problem finding public figures whose lapses of judgment make them ideal candidates for its focus-enhancing supplement, Focusyl.[Read more]
TIFF adds Canada Goose to sponsor Roster
(from Aug. 23, 2012)
(Goose) down in front.
Extreme weather outerwear manufacturer Canada Goose announced today that it has joined the Toronto International Film Festival’s (TIFF) sponsor roster as the official sponsor of the Best Canadian Feature Film Award. [Read more]
Lights, Camera, App-tion: The Grid and Grolsch partner for TIFF
(Aug. 16, 2012)
With the Toronto International Film Festival (TIFF Festival) just around the corner, free weekly magazine The Grid has launched an online hub to bring news and information related to the festival to the movie-loving masses. [Read more]
L’Oréal aims higher for second TIFF sponsorship
(March 20, 2012)
In announcing its sponsorship of this year’s Toronto International Film Festival (TIFF), Montreal-based L’Oréal Paris Canada said its 2012 campaign will be on a grander scale than the brand’s first festival foray in 2011. [Read more]
RBC plays a connected uncle at TIFF
(Sept. 14, 2011)
RBC has launched an advertising campaign to demonstrate its support for emerging filmmakers and its sponsorship of the Toronto International Film Festival. [Read more]