Grolsch is now the official beer sponsor for the Toronto International Film Festival (TIFF). As part of the multi-year deal, the beer will be served exclusively at all events, premieres and exhibitions held at the festival’s Bell Lightbox theatre during the 10-day festival.
“The festival is an opportunity for a brand like Grolsch to start a conversation with their key consumer,” said Franca Miraglia, director of sponsorships at TIFF. “And the TIFF Bell Lightbox allows them to take that conversation and give it continuity year-round.”
As well as exclusivity in the category, Grolsch is presenting sponsor of TIFF’s Discovery Programme, which showcases work from up-andc-oming film makers from around the world.
“The Discovery Programme really celebrates that moment in their development where they are about to break through and that’s in perfect alignment with Grolsch’s global strategy,” said Miraglia.
“We try and make sure that every sponsor has a unique piece of real estate they can own, either during the festival or during the year-round program,” she continued.
Stewart Cowan, general manager for Grolsch in Canada, said the brand’s 2012 strategy is to integrate most of the company’s programming and activity behind the sponsorship.
Cowan said the brand finished off last year with double-digit growth. “[TIFF] is our next big foray to really help to seed into the marketplace a deeper understanding of the brand,” he said. “It’s not just a really great beer, it’s a brand that really espouses a strong creative and independent spirit about itself.”
TIFF also fits nicely with Grolsch target market, 25-to-45-year-old, well-educated, middle and upper class adults. “We are targeting people who are active in the urban cultural scene,” said Cowan. “They tend to be connoisseurs of independent films and art and music.”
Miraglia said the more than quarter-million attendees at the film festival every year are a unique group who are highly loyal, believe in the art of film and understand the value of cultural properties.
TIFF has about 80 sponsors, including beverage sponsors Skyy Vodka, Wolf Blass and Diet Coke. TIFF is currently in negotiations with a possible champagne partner as well.
