TIFF Sponsor Spotlight

What TIFF's major sponsors are up to at the 2012 festival

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]

SPONSOR PROFILES

TIFF Sponsor Close Up: Bell

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.”
[Read more]

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:
[Read more]

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.
[Read more]

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]

Brands Articles

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content