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.
With last year’s audiences topping 400,000 and approximately $7 million in sponsorship revenue coming in the door this year, we’re watching how brands are activating on and around the red carpet.
Sponsor Profiles
Bell Media puts ETalk at the fore
The media company is getting its cameras poised. Part of BCE Inc., the multimedia company is a sponsor of the festival’s opening night party, as well as the opening night film, The Fifth Estate, and its Roy Thomson Hall Opening Night Film Gala Screening.
[Read more]
L’Oreal Puts All Hands On Deck
The international beauty brand has planned a host of initiatives ranging from a special edition nail polish collection and national ad campaign to on-site experiential activations and a cocktail party hosted by actress Freida Pinto. [Read more]
Grolsch Open House
The global beer brand and its distinctive cap are taking over a parking lot in downtown Toronto during the opening weekend of the Toronto Film Festival (TIFF). The event, called Grolsch Open House, will be open daily Friday Sept. 6 through Monday Sept. 9, and will feature concerts by Brendan Canning of Broken Social Scene and Julie Fader in addition to art exhibits and food trucks. [Read more]
The Globe and Mail Invites Consumers on ‘limo ride’
The national daily newspaper is inviting consumers strike their best paparazzi-ready pose as part of its sponsorship activation. It 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. [Read more]
Yorkdale keeps festival focus on fashion
Yorkdale Shopping Centre is keeping close tabs on the fashionable folks that make their way down the red carpet at this year’s fest. As part of the Toronto shopping centre’s sponsorship, Yorkdale will be following the fashion worn by the style-savvy men and women that walk TIFF’s notoriously chic red carpets and then post its choice of the “TIFF Look of the Day” on its blog. [Read more]
Around The Festival
EGPR Lounge For Media, Not Celebs
There are plenty gifting lounges doling out swag to celebrities during the Toronto International Film Festival. The Essentials Lounge, however, is not one of them. Now in its fourth season, the lounge run by Toronto’s EGPR is designed to give the VIP treatment to the media, not the stars. [Read more]
Jax Coco to Hit TIFF with new PR Shop DDB Public Relations
DDB Public Relations was named PR agency of record for Jax Coco, a premium line of coconut water that recently launched in Canada. Based in Hong Kong, Jax Coco has found international success in part by leveraging its celebrity cachet, according to DDB. Elton John is a shareholder and Alasdhair Willis (Stella McCartney’s husband) designed the product’s stylish glass bottles. [Read more]
Stromboulopoulos to host Canadian brands again
More than 75 brands are taking part in the fifth edition of George Stroumboulopoulos‘ “Made In Canada” lounge, held on-site at CBC‘s Toronto headquarters during the Toronto International Film Festival. Big name brands like Canadian Tire, Tim Hortons, Canada Goose and Trivial Pursuit are among those gifting products to George Stroumboulopoulos Tonight guests and audience members during TIFF, as are a slew of small businesses and upstart brands like the furniture designers Brothers Dressler and Toronto’s Drake Hotel.
[Read more]
