CAA makes a theatrical debut with Mirvish

Mirvish Productions is hanging a new name on one of its theatres as the auto club's South Central Ontario branch signs on to a multi-year deal.

There’s a new sponsor name hanging over the marquee of Toronto’s former Panasonic Theatre as CAA South Central Ontario has entered into a multi-year agreement with Mirvish Productions.

Mirvish houses and produces the city’s largest stage productions in several venues across Toronto. One of its Yonge Street theatres that hosts new, off broadway-scale shows will now be called the CAA Theatre.

The CAA name will also appear on branded lounges in Mirvish’s up-market Royal Alexandra Theatre and Princess of Wales Theatre. CAA Reward members will also now have access to discounts and perks tied to Mirvish shows.

“CAA is known for roadside assistance and tow trucks but offers much more with full service travel agents, home and auto and travel insurances and a comprehensive rewards program,” said Rhonda English, chief marketing officer for CAA SCO. “This partnership helps us to tell that story.”

The two brands began working together in 2016 on ad hoc projects that saw CAA Rewards members earn discounts on theatre tickets. English said the theatre programs were well-received by members, which kicked-off talks of a bigger partnership that officially launches Dec. 1.

The CAA has several partnerships with retailers such as RW & Co and Joe Fresh, and has sponsor presence at large-scale events such as the National Auto Show and the National Woman’s Show.