Genesis Motors Canada has been named the Official Vehicle Partner for the Toronto International Film Festival (TIFF). During the festival, a selection of vehicles from the Genesis lineup will be on display and will also transport VIPs around the city to screenings and special events.

Ryan Erdelyi, marketing manager at Genesis Motors Canada, says the festival is a good fit for the auto brand. “As one of the world’s most prestigious film festivals with a global following and an engaged Canadian audience, TIFF is an ideal partner for Genesis. TIFF allows us to celebrate creativity while connecting with individuals and entities who appreciate culture. As a Korean luxury automotive brand, it’s also an opportunity to showcase worldwide film and filmmakers, including Korea’s rising stars.”

Genesis is not new to film festival sponsorship. It engages with film around the world through sponsorships of the Sydney Film Festival in Australia and the Busan Film Festival in Korea.

Erdelyi explains that the Genesis audience has an appreciation for tasteful, original design, creativity in craftsmanship and an affinity for the world of culture. “TIFF festival-goers are looking for unique voices in the world of film and expressive storytelling. Our audience is also looking for an original experience and appreciates good hospitality, which is something we and our distributor partners seek to deliver to our owners.”

Promotion of the Genesis partnership with TIFF consists of geo-targeted and paid digital ads, as well as PR outreach. The automaker is also featured in TIFF-developed company-branded social posts and e-blasts to TIFF subscribers. Innocean is the Genesis AOR for both media and creative.

Among Genesis models at TIFF will be a selection of EVs, including the Electrified G80 luxury sedan. Genesis has been implementing an ambitious electrification strategy, having launched three new EVs in the last year. The carmaker plans to make more EV additions as it builds towards an all-electric lineup by 2030.

Genesis Motors Canada, headquartered in Markham, Ontario, offers a range of models including the G70 sport sedan, G80 executive sedan, and the flagship G90 sedan, as well as the GV70 and GV80 sport utility vehicles. Committed to an electrified lineup by 2030, Genesis introduced the all-electric GV60 luxury crossover and Electrified G80 in 2022, followed by the Electrified GV70.

All Genesis vehicles sold in Canada include set, all-inclusive pricing, Genesis at Home concierge for sales and service, complimentary scheduled maintenance, and a comprehensive warranty. To complement its Genesis at Home service, the brand will soon open its 10th Genesis Retail Experience (GRX) facility with a total of 30 planned across the country.