Lipton takes over a really big tea party

Lipton is promoting its Sparkling Green Tea at a Toronto event targeting women.

Lipton Sparkling Green Tea is replacing its competitor Tetley as the title sponsor of the 8th annual Women’s Day in the Courtyard. The event, which takes place this Wednesday at Toronto’s Yonge-Dundas Square, features complimentary services from 30 exhibitors, from massages, makeovers and hair/makeup demos, to financial info and a fashion show. The event, put on by Toronto-based Exclusive Mall Media, also offers several contests and free samples.

Lipton negotiated the sponsorship deal and employed the services of Toronto-based Lampo Communications to design the promotional materials. Promoting the event are 470 Go Transit posters running for the past four weeks, a two-week radio campaign on CHUM-FM (another sponsor,) as well as booklets distributed by sponsors and handed out at locations such as Union Station. Exclusive Mall Media negotiated all the media buys.

Other sponsors for the event include Shopper’s Drug Mart, Thermos, Dermalogica, Glade and Deerhurst Resort. Exhibitors include Booty Camp Fitness, TD Waterhouse, Bio-K, Jergens Naturals and John Frieda.

Last year the event attracted over 30,000 visitors. Visitors were 60% female, at an average age of 33.