Mediacaster, 4/18/2008
Luminato Lights Up with Multi-Platform Marketinghttp://www.mediacastermagazine.com/...y_id=&link_targ=DailyNews&link_source=aypr_CC
Luminato, the Toronto Festival of Arts & Creativity, has launched a comprehensive marketing campaign, complete with an integrated interactive marketing program.
This year's festival, running June 6-15, features a new website with full festival details.
Mary Pompili, Luminato's Vice President, Marketing & Communications, describes Luminato 2008's marketing strategy as "a fully integrated, multi-channel marketing communication plan that includes print, outdoor, broadcast, cinematic, online, direct mail and mobile, and is designed to build awareness and understanding of Luminato, and ultimately to encourage attendance at the over 100 free and ticketed events planned for this year."
The overall festival brand creative for the 2008 edition was created by The George Partnership International Inc. and has been designed to appeal to a broad cross-section of people, engaging the devoted arts patron while at the same time connecting with the general public, the producers describe. Gerald George, CEO and Creative Director of The George Partnership International Inc., says their goal is to "create a brand language that clearly defines and projects the experience of world-class creativity and performance in the arts as only Luminato can deliver."
Endeavour Marketing has been commissioned to develop Luminato's advertising, including print, outdoor, radio, television and cinema production as well as media planning this year. "We are proud to be associated with a true arts pioneer and play a role in continuing to make Toronto a world renowned cultural centre", said Barry Avrich, President, Endeavour Marketing.
Expanding its interactive marketing campaign this year, Luminato is developing a presence on various online social networks, such as YouTube, MySpace, Facebook and Blogger. Using these free, highly popular social networking sites, Luminato aims to reach young, tech-savvy audiences by inviting them to interact with the festival on an informal, personal level, year-round.
Recognizing that mobile devices are rapidly becoming the most important source of digital communication and content delivery, Luminato's interactive marketing initiatives include a mobile marketing campaign consisting of mobile alerts, contests, and interactive voice recordings (IVRs). At event and installation venues throughout the festival, patrons will be invited to text to receive a voice recorded message from the artist or curator on their mobile device which will explain the exhibit or show they are viewing.
www.luminato.com is a key element in a multifaceted, multi-tiered interactive marketing strategy for the festival. The site is user-friendly, experiential, fully transactional, and provides multiple access points to events through a simple visual navigation. During the festival, visitors can share their Luminato experiences by posting their photos.
Pompili, who reigns from a luxury marketing background – her role prior to Luminato was Vice President of Marketing at Holt Renfrew – joined Luminato in December of 2007, and emphasizes the similarities between marketing an arts festival and marketing a luxury brand, "At the core of any successful luxury retail marketing campaign is the creation of an emotional connection with your audience. It's about establishing the desire for an experience. Luminato is a full spectrum of experiences, ranging from a day with the family, sitting outside enjoying a free concert, to a night out at the ballet. The diversity and accessibility of these experiences simply needs to be communicated."
ABOUT LUMINATO
For 10 extraordinary days in June, the vibrant city of Toronto's stages, streets and public spaces are illuminated with arts and creativity. Luminato is an annual multidisciplinary celebration of theatre, dance, classical and contemporary music, film, literature, visual arts, design and more. Luminato 2008 is June 6-15.
For more information on both free and ticketed Luminato events, including dates, locations and schedules, visit
www.luminato.com.
The Festival's first donors, called Founding Luminaries, were vital to the visioning and success of the inaugural Festival and establishing a world-class annual celebration of arts, culture and creativity. The Festival's Luminaries ensure Luminato continues to present Canadian and World premieres, innovative new work and unexpected collaborations that result in memorable moments of artistic excellence.
Luminato gratefully acknowledges the generous support and vision of its Luminaries; corporate sponsors, particularly our presenting sponsor, L'Oréal; our dedicated government partners, especially the Government of Ontario, the Government of Canada through the Department of Canadian Heritage, and other supporters.
Founding Luminaries – Mohammad and Najla Al Zaibak, Charles and Marilyn Baillie, Avie Bennett, Helen Burstyn and David Pecaut, Kate Alexander Daniels and David Daniels, Joan T. Dea and Lionel F. Conacher, Ian and Kiki Delaney, John Donald and Linda Chu, The Duboc Family Foundation, Margaret and Jim Fleck, Linda Frum and Howard Sokolowski, Kevin and Roger Garland, Anthony and Helen Graham, Lucille and Urban Joseph, Michael and Sonja Koerner, Chetan and Clara Mathur, Judy and Wil Matthews, Robert and Cheryl McEwen, Pierre L. Morrissette, Sandra and Jim Pitblado, Jonas and Lynda Prince, Richard Rooney and Laura Dinner, The Slaight Family, Marisa and Edward Sorbara, Larry and Judy Tanenbaum, and Robin and David Young.
Luminaries – Tony and Anne Arrell, David and Stacey Cynamon, Lonti Ebers and Bruce Flatt, The Ira Gluskin and Maxine Granovsky Gluskin Charitable Foundation, Jay and Barbara Hennick & Family, Joan and Jerry Lozinski, Joseph Mimran and Kimberley Newport-Mimran, David and Audrey Mirvish, Nancy Pencer, and Geoff and Megan Smith.
Founding Corporate Luminaries – BMO Financial Group, Ivey Foundation, MacLaren McCann, Manulife Financial, RBC, St. Joseph Communications, TELUS, and Tourism Toronto.
SuperNova Program Development Fund – Margaret and Jim Fleck, Rob and Cheryl McEwen, Sandra and Jim Pitblado, and Gretchen and Donald Ross.
Luminato 2008 Sponsors – L'Oréal, TELUS, CTV, The Globe and Mail, Cineplex, St. Joseph Communications, BMO Financial Group, OLG, National Bank Financial, Manulife Financial, Toronto Star, Scotiabank Group, Toronto Life, The Weather Network, Mill Street Brewery, and Four Seasons Hotel Toronto.
Government Partners – The Government of Ontario, the Arts Presentation Canada program of the Department of Canadian Heritage, Tourism Toronto, The Ontario Trillium Foundation, Ontario Cultural Attractions Fund, Canada Council for the Arts, the Ontario Arts Council, and the British Council.
Corporate Supporters – The Boston Consulting Group, Endeavour Marketing, The George Partnership, MyThum Interactive, PricewaterhouseCoopers LLP, Stikeman Elliott LLP, Strategic Counsel, and ThinData.
Foundations
J.P. Bickell Foundation, Hal Jackman Foundation, The McLean Foundation, Sidney Lee Dream Foundation, Inc., and the Toronto Community Foundation.
This list represents commitments as of April 11, 2008. Additional Luminaries, sponsors, government partners, and individual donors will be announced shortly.