Luminato goes multimedia

Social networking, UGC and mobile messages are some of the many elements built into Luminato's 2008 marketing plan.

The marketing plan for this year’s Luminato festival will mix media strategy with social networking and mobile content, UGC and mobile messages, plus print, outdoor, broadcast, cinema, online and DM.

Toronto’s 2008 Luminato arts festival (June 6-15) will be backed by a marketing campaign that touches on all the traditional media options while tying in mobile and social networking tactics.

The mobile component of the campaign consists of mobile alerts, contests and interactive voice recordings. Patrons attending event and installation venues will be invited to send texts to receive voice messages from artists or curators explaining aspects of the art.

The campaign will target young, tech-savvy demos via YouTube, MySpace, Facebook and Blogger with a strategy based on inviting them to interact with the festival year-round on an informal and personal level.

Luminato VP marketing and communications Mary Pompili calls the 2008 strategy ‘a fully integrated, multi-channel marketing communication plan that includes print, outdoor, broadcast, cinema, online, direct mail and mobile, 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 festival website,, has been designed to be user-friendly and fully transactional. Visitors will be able to share their experiences of the festival by uploading photos.

Toronto’s The George Partnership International has designed the brand creative for the festival, while Endeavour Marketing will develop Luminato’s advertising, including print, outdoor, radio, television and cinema production as well as media planning.

Luminato 2008′s presenting sponsor is L’Oréal. Other sponsors include Telus, CTV, The Globe and Mail, Cineplex, St. Joseph Communications, BMO Financial Group, OLG, National Bank Financial, Manulife Financial, Toronto Star, Scotiabank, Toronto Life, The Weather Network, the Mill Street Brewery, the Four Seasons Hotel Toronto and various government entities and arts councils. Other corporate supporters include The Boston Consulting Group, MyThum Interactive, PricewaterhouseCoopers LLP, Stikeman Elliott LLP, Strategic Counsel and ThinData.