With the Toronto International Film Festival almost here, there’s cinematic buzz in the air. As red carpets get prepped and stars get preened, Marketing offers this roundup of the festival’s major sponsors and how they’re taking part in this year’s event.
Sponsor name: RBC
Years sponsoring TIFF: 5
What is it doing?: There are four main components to RBC’s campaign and execution around TIFF this year: advertising, consumer contest, RBC Emerging Filmmakers Competition and client hosting activations. RBC worked with BBDO on the initiatives:
The advertising campaign started July 30 and ran until Sept. 3. It consisted for print, TV, online and out-of-home components.
The contest, a new concept from RBC for TIFF, ran online and was called the “RBC Ultimate Fan Challenge.” Entrants were asked several film-related questions that had a Toronto connection. The grand prize was the opportunity to walk the red carpet at a premiere screening at this year’s festival.
Now in its third year, the RCB Emerging Filmmakers Competition is collaboration between TIFF and RBC. The competition is open to Talent Lab participants; each receives $500 to make a short film on a given theme. The public was asked to help pick the fan favourite through an online contest in June. The winner will be announced just before the festival starts.
The final element is client hosting opportunities, which include giving RBC clients access to the films.
Why TIFF?: Andy Shibata, head, brand marketing at RBC, said sponsoring TIFF over the last five years has had a positive impact on the company’s brand and reputation. “In 2011, we saw our campaign achieve the highest overall sponsor recall percentage, and year over year, our unaided brand recall has increased,” he says, adding that there is power in being associated with such an internationally recognized organization.
Is your brand a TIFF sponsor? Are you launching any film fest campaigns? Let us know.
