Toronto-based Media Dimensions has landed the media business for Toronto arts festival Luminato.

The media agency will handle research and media strategy on the account, which went into review this fall. Luminato is a 10-day arts festival in Toronto held annually in June. L’Oreal has been a title sponsor of the event for several years.

Luminato is scheduled for June 10 to 19, 2011. Work will begin immediately on the account, a release on the annoucement stated.

‘We’re very excited to work with such a dynamic and robust brand, and all-around immersive arts event,’ Eric Orticello, director, client services, Media Dimensions, said in a release. ‘There are some inherent similarities between our businesses; Luminato are leaders and will foray into any and all media that make strategic sense, yet they’re nimble enough to be effective and decisive.’

Creative on the account is handled by Bensimon Byrne in Toronto. Previously, media was handled by Endeavour in Toronto.