As the official spirits sponsor of the 2010 Toronto International Film Festival (TIFF), Skyy Vodka is giving consumers the blue carpet and VIP treatment through online, in-bar and print efforts.
The PMA Canada brand has launched a festival-focused microsite FadeToBlue.ca in partnership with Tribute magazine, so that festival-goers can access exclusive party listings, cocktail recipes, movie reviews and the “Brag Contest” on Twitter.
Those that tweet their festival experiences and star sightings using the #SKYYVIP hashtag will be entered into a daily draw for prizes such as gift bags or access to exclusive parties. A mobile version of the site is also available.
Skyy has also partnered with 20 Toronto bars to create a signature Festival inspired cocktail for each location. Descriptions of each drink and bar can be found in the Skyy Bar Guide, designed by Toronto agency Smith Roberts, which was hired by the vodka brand last spring.
The online and in-bar efforts follow a print campaign that launched earlier this summer. The ads are especially sexy with the image of a woman wearing a backless dress that shows off the VIP tattoo on the small of her back. In another ad we see the plunging neckline of a woman with a ticket tucked under the strap of her dress. The Skyy blue bottle is predominately placed in the bottom right corner of each ad.
The strategy is to make consumers feel like a VIP at TIFF events, said Malcolm Roberts, president of Smith Roberts.
“We wanted the images to capture people’s attention and have the brand’s sexiness,” he said.
The campaign is running in Hello!, Flavours, City Bites, Tribute, Food & Drink and official Festival guides. The images will also be used for wall projections around the city.
“Skyy drinkers want to see glitz and glamour, so you really have to do something that earns their attention” said Laura Bruce, senior marketing manager, Skyy Vodka of PMA Canada, in a release. “This year, we’re excited to truly give everyone the opportunity to enjoy the Festival as a VIP and be part of the spotlight scene.”
The media buy was handled in-house by PMA Canada.
