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 GlobeandMail.com/RedCarpet, 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.