With the Toronto International Film Festival in full swing, Marketing offers a roundup of the festival’s major sponsors and how they’re taking part in this year’s event. But not all sponsorships are multi-million dollar productions: smaller sponsors are getting in on the action without a big budget.
Sponsor name: Wolf Blass Wines
Years sponsoring TIFF: 2
What is it doing?: In addition to providing all of the wine at official parties and events throughout the festival, the Australian brand has taken part in a number of other activities including:
• A photo booth and wine bar at the opening gala, which allowed consumers to have their photos taken with a cityscape lit up at night in the background, in keeping with Wolf Blass’s “Enjoy the View” campaign. Participants could upload the photos directly to their Facebook accounts and share with friends.
• A dinner and wine-tasting experience in Toronto with Wolfgang Blass himself. Through Facebook, Breakfast Television and other avenues, people could win tickets to the dinner to meet the winery’s founder and sample the wines.
• TIFF-themed point-of-sale materials at 20 key liquor retail locations in Toronto. “That’s been great exposure for us – being able to get point-of-sale [promotions] in the LCBO, which is quite difficult to do,” said Alex D’Amico, global brand business director for Wolf Blass at Treasury Wine Estates, based in Melbourne.
• Giveaways and promotions with various media outlets including Breakfast Television, The Grid, Now , Toronto Sun and Urbanmoms.ca.
• Samples in 5,500 TIFF gift bags.
Why TIFF?: Wolf Blass has been available in Canada for nearly 30 years. It’s a key market for the brand. “When it comes to big-scale, premium events in Canada, we want to be involved and we want to assist,” said D’Amico. “TIFF is probably Toronto’s biggest event and it gets a lot of global attention.”
Is your brand a TIFF sponsor? Are you launching any film fest campaigns? Let us know.
See how other brands are activating around the Toronto International Film Festival at our TIFF Sponsor Spotlight
