Redbreast Irish Whiskey has joined the 50th edition of the Toronto International Film Festival (TIFF) as the official whiskey of the festival.
Key to the sponsorship is “Unhidden Gems,” a co-curated collection of films that spotlight hidden cinematic masterpieces. Redbreast’s 15-second trailer film will air before the screenings of all “Unhidden Gems” film selections, with the whiskey brand featuring creative ads on TIFF’s print and digital screen boards, which are being designed in-house by the Redbreast team.
The latest collaboration builds on Redbreast’s collaboration at SXSW Film & TV Festival in Austin, Texas, and its global campaign, “Quite the Find.”
Alongside the global Redbreast PR team, the whiskey brand is working with Toronto-based PR firm Easton Creative Communications to execute a PR campaign. Redbreast says it will engage traditional media, digital media and social media creators throughout the festival with events, activations and cocktail and tasting experiences at the Redbreast Red Carpet Suite, as well as at a curated selection of restaurants.
“We will be using the Redbreast and TIFF social channels to share and engage with our audiences to give them a front-row seat in real time,” George Skarpathiotakis, senior brand director of Corby Spirit and Wine, tells MiC. “Alongside this, we have a range of exciting activations planned throughout the festival. We will also be amplifying the partnership through prominent print and digital screen boards strategically positioned at TIFF venues throughout the festival, making sure the Redbreast experience is front and centre.”
Additionally, the Redbreast Red Carpet Suite will feature tastings, cocktails and film-inspired storytelling, among other activations. The brand will also be capturing and sharing content organically through the Redbreast Whiskey social channels to “celebrate moments of discovery of TIFF and the craftsmanship and character found in both exceptional whiskey and meaningful storytelling,” Skarpathiotakis adds.
Redbreast will also host an Opening Night Party, where its brand ambassador, BAFTA-winning actor Andrew Scott, will create an immersive VIP whiskey experience to help festival-goers discover Redbreast’s finest collection, and where invitees will be able to learn more about the “Unhidden Gems” platform and selections for TIFF.
Redbreast will be offering tastings at select LCBO locations, where consumers can participate in a contest for a chance to win a VIP Redbreast x TIFF experience.
The 50th Toronto International Film Festival will run from September 4 to 14.
