Luminato seeks agencies to fulfill global brand aspirations

September 24, 2012  |  Eve Lazarus  |  Comments

Luminato, a summer arts festival held in Toronto, is searching for a creative agency and interactive agency to help it become one of the world’s leading multi-art festival.

The annual 10-day event is a mixture of ticketed and free events that span theatre, music, dance, opera, visual arts and magic.

The festival has worked with several agencies over its six-year history, but developed creative for the 2012 campaign in-house. Mary Ann Farrell, senior director of marketing and communications, said that following the arrival of new artistic director Jorn Weisbrodt earlier this year, Luminato wants to establish a consistent, creative brand that will offer a “fresh” concept to “take us forward” for the next five years.

When selected, the creative shop will work in consultation with Cosmic Design to develop strategy, producing work across television, print, cinema, radio digital, out of home and direct mail. Other work could include a seasonal brochure, event guide, programs, posters and a design template for the website for the interactive agency to work with.

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Luminato wants its agency to “develop brand positioning that thoroughly, effectively and uniquely defines the festival for multiple-stakeholders—existing and potential customers, sponsors, partners and supports and artists.”

The interactive agency will work with a $70,000 budget to build a new website and handle a range of online assignments that include SEO, e-mail, mobile, video and social media strategy development. The Juice Agency is the incumbent digital agency.

Farrell declined to make public the festival’s marketing budget but said the festival has a “significant six figure budget” comprising cash and in-kind.

“For the first few years, [Luminato] was really trying to establish the brand and the festival and introduce the notion of this festival to the city of Toronto,” she said. “[Now we are] also trying to broaden our horizons and ensure that we are inviting audiences from the rest of Canada, the U.S. and internationally.”

Deadline for submissions is Oct. 15. Luminato expects to have its creative agency shortlist by Oct. 22 and award the contract by mid-November.

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