Globe gives readers the Red Carpet

The Globe and Mail is pushing its Toronto International Film Festival sponsorship with a contest that gives readers the chance at VIP treatment.

The Globe and Mail became the official daily newspaper sponsor of the Toronto International Film Festival – both this year and next – and launched a ‘Red Carpet’ trivia contest yesterday to drive the point home with readers.

The contest, at, quizzes readers on the Globe‘s festival coverage for the chance to win VIP access, walk the red carpet and attend a press conference, the final awards ceremony and the closing night film and party. Oh, and the winner flies in and stays for free, with $1,000 cash to spend.

The Globe‘s sponsorship arrangements also include special access to tickets for screenings, which the paper will make available to its Recognition members – five or six day per week subscribers who get benefits like discounts at golf courses and restaurants.

The ‘Red Carpet’ contest is supported by in-paper and online ads, as well as street marketing activities. Creative for the Globe is handled by Toronto-based Naked Creative, while Gaggi Media handles media buying. Free for All Marketing is handling street marketing. Environics Communications handles the Globe‘s public relations.