TIME to partner with Chanel; looking for more

The folks at Time Canada are in party planning mode. Just in time for the 2005 Toronto International Film Festival (TIFF) on September 8-17, and in an effort to augment its editorial coverage of the fest, the famous news mag is planning events (and looking for sponsors) in support of films showing at the festival this year. For the second year in a row, Time is partnering with luxury goods brand Chanel for an intimate and exclusive event held at Toronto's tony Chanel boutique on Bloor Street. Beverage partners already on board include Skyy Vodka, Grand Marnier and Campari, with all deals done direct. Cadillac has also inked a deal this year, brokered by M2 Universal. To support this year's event, national marketing director Kris Menon is currently hunting for consumer electronics and furniture sponsors.

Last year's dinner had the upper level of the boutique outfitted in Philippe Starck-designed furniture while Matt Dusk crooned Frank Sinatra and Tony Bennett covers to the crowd of 80 guests. 'This is a way of bringing our editorial to life,' Menon says. 'Attendees at the Chanel event are president level or higher; top-level execs and all are hand-selected. It's a very high-end demographic. There's usually a strong celebrity base there but the event is very intimate. Last year, Andy Garcia started playing the piano. We really want to offer something intimate, exclusive and different.'
By Pia Musngi
July 12, 2005

The folks at Time Canada are in party planning mode. Just in time for the 2005 Toronto International Film Festival (TIFF) on September 8-17, and in an effort to augment its editorial coverage of the fest, the famous news mag is planning events (and looking for sponsors) in support of films showing at the festival this year. For the second year in a row, Time is partnering with luxury goods brand Chanel for an intimate and exclusive event held at Toronto’s tony Chanel boutique on Bloor Street. Beverage partners already on board include Skyy Vodka, Grand Marnier and Campari, with all deals done direct. Cadillac has also inked a deal this year, brokered by M2 Universal. To support this year’s event, national marketing director Kris Menon is currently hunting for consumer electronics and furniture sponsors.

Last year’s dinner had the upper level of the boutique outfitted in Philippe Starck-designed furniture while Matt Dusk crooned Frank Sinatra and Tony Bennett covers to the crowd of 80 guests. ‘This is a way of bringing our editorial to life,’ Menon says. ‘Attendees at the Chanel event are president level or higher; top-level execs and all are hand-selected. It’s a very high-end demographic. There’s usually a strong celebrity base there but the event is very intimate. Last year, Andy Garcia started playing the piano. We really want to offer something intimate, exclusive and different.’

New this year is the production of a special ‘lead up’ issue covering the films within the festival. This special issue hits newsstands on September 5 with regular TIFF coverage appearing in the September 12 issue. A one-page ad runs $28,600 and, says Menon, ‘we customize sponsorship costs based on what the client is looking for and whether or not they are purchasing (ads) in our magazine. Many times, our partners who support the film festival editorial through page buys get some level of sampling or product placement at our events for minimal or no additional costs.’

Later on this year, Time will also be launching an Olympic-themed editorial series and breakfast forum leading up to its yearly ‘Canada’s team’ issue, beginning in October. For the forum – slated for January and leading up to Torino in February – the pub will be bringing in experts from the field for a panel discussion on hot button issues such as funding, health and a competitive analysis as to who is predicted to do well. Last year’s partners included Bell, Chrysler, HSBC, Marriott, General Mills and Panasonic. Menon hopes to bring them on again this year. The marketing team plans to intro sponsorship packages to ad agencies by early August.