Endeavour will help shine the spotlight on this year’s Luminato festival.
As the festival’s new agency, Toronto-based Endeavour will handle all media placement, sponsorship, global marketing campaign direction and strategic planning surrounding the 10-day event.
“It often takes brands years to evolve and to resonate, and this one is a tour de force out of the gate,,” said Endeavour president, Barry Avrich. “It’s basically getting on top of a speeding bullet and enjoying the ride.”
The pro bono assignment will see the agency launch a national campaign—print, outdoor, radio, television and cinema—sometime next month. The George Partnership in Toronto will work on the branding and creative for the campaign.
Endeavour takes over for MacLaren McCann Canada in Toronto, which branded the festival during its start-up phase. After the two-year partnership ended, the festival needed an agency with entertainment experience, which is why Luminato CEO, Janice Price gravitated towards Endeavour.
“They bring a great understanding of the nimbleness that an arts organization needs. They have great instincts around that because they have spent so much time in the live entertainment field,” she said.
Endeavour’s client list includes the Toronto Film Festival, the Canadian Opera Company and the Stratford Festival of Canada.
The second annual Luminato Festival of Arts and Creativity hosts world and Canadian premieres, special celebrations, artist residencies and free events and runs on Toronto streets June 6 to 15.
