As a new sponsor of the Toronto International Film Festival (TIFF), Don Julio aims to highlight and position its brand as the go-to alcoholic beverage during the event.
The brand has partnered with Toronto Life and Fashion Magazine to launch several experiences at the film festival, including a celebration of Fashion Magazine‘s September issue, featuring several influencers, photo experiences, and samples of specialty cocktails made with Don Julio’s tequila.
Nadia Niccoli, head of marketing for Diageo, tells Media in Canada that activating around TIFF alongside Toronto Life and Fashion Magazine is the ideal way for Don Julio to connect with an audience of trendsetters and offer them a crafted cocktail experience. According to Niccoli, the tequila category, and the alcoholic beverage business in general, is growing, which poses a challenge for Don Julio, as Canadians now have a diverse range of options.
Fashion Magazine, in particular, was chosen as a partner because “they host some of the most exciting, dynamic and engaging parties in the city,” Niccoli says, adding that the brand’s target audience often attends these events. Don Julio partnered with Fashion last year for its Cake Mix Party and “it just made sense to come together again for TIFF, the largest film festival in the world.”
Outside of partnering with SJC brands, Don Julio will be offering TIFF attendees specialty cocktails at Elevation Studios, Elevation Pictures official press junket venue and after party event space from Sep. 6 to 12. And the tequila brand will also be present at the TIFF Tribute Awards on Sep. 8, a fundraising event celebrating excellence in film, while supporting the organization’s year-round programming. The brand is working with Touché! for the media buy, while Mosaic is handling execution, Middle Child on PR and Trevor Peter on creative.
In other TIFF news, the festival recently signed on Invert, a company focused on carbon reduction and elimination, as its sustainability partner. Through the partnership, Invert and TIFF seek to inspire both the film industry and its audiences to consider the environmental impact of their actions and support solutions that contribute to a sustainable future, according to the companies.
Last week, Campari also joined the film festival as an official partner. The Negroni brand said it plans to host several experiential activations, including a red carpet lounge where filmmakers and talent will gather before their world premieres. Other TIFF sponsors include Rogers Communications, RBC, Visa, Government of Ontario, Telefilm Canada, and the City of Toronto.
TIFF attracts more than 700,000 visitors and generates more than $114 million in economic activity in the region, according to a 2022 report from FedDev Ontario. It will be held this year from Sep. 5 to 15.
