TIFF 2013: The Globe and Mail invites consumers on ‘limo ride’
August 29, 2013 | Russ Martin | Comments
The Globe and Mail is inviting consumers to strike their best paparazzi-ready pose as part of its sponsorship activation at the Toronto International Film Festival (TIFF).
The newspaper has created a photo set featuring a Globe and Mail-branded limousine and red carpets that will serve as a backdrop for photographs. The limousine will sit near TIFF headquarters in David Pecaut Square and consumers will be invited to have their picture taken getting out of the limo like one of the stars attending the festival.
The photo set, created and staffed by Free For All Marketing, will also include giant white letters spelling out T-O-R-O-N-T-O in the style of the Hollywood sign, an installation the paper put up in several locations around Toronto last year as part of its sponsorship activities.
“We’ve basically taken that and made it bigger and more interactive,” said Sean Humphrey, the publication’s director of marketing, adding that TIFF offers the paper an opportunity to reach consumers interested in arts and lifestyle – a key audience for Globe Style, the paper’s weekend style section, which is tied into the sponsorship.
A walkway made to look like a film strip with creative pulled from the pages Globe Style (by Naked Creative) will lead consumers up to the set.
On TIFF’s opening night (Sept. 5), the Globe is putting on a light show (by Media Merchants) to kick off the activation, which remains open until Sept. 9. Consumers who visit the activation will receive a commemorative photo taken by a professional photographer as well as a swag bag from the Globe and fellow sponsor L’Oreal.
Read more of our ongoing coverage of Toronto International Film Festival sponsorships and activations at MarketingMag.ca’s TIFF Sponsor Spotlight