Everyone needs to be able to survive the Toronto International Film Festival (TIFF) in style. That’s the thinking behind the Ultimate Sweet Spot, a branded lounge launching during the first days of TIFF, from Sept. 8-14, at the trendy, Toronto-based Polish Beauty Bar. It’s backed by Sweetspot.ca, which provides commentary on what’s cool in and around Toronto. The lounge is hoping to attract starlets and film aficionados with various aesthetic services. CTV’s E-Talk Daily has signed on as a media partner and will be broadcasting from the venue.
And branding, sampling and product placement opportunities abound, says Candice Best, spokesperson for McCain Best, the agency involved in the initiative. ‘There will be a Genuine Health bar at the lounge,’ she says. ‘They’re the people who do greens+ and they’ll be mixing energy drinks there.’ The venue will also feature a DJ, as well as an Internet café for festival types to check e-mail or for reporters to file stories. The event is hoping to draw food, drink and transportation categories as sponsors. Already signed, along with Genuine Health, is Crystal Light. The deals were brokered by Toronto-based agency McCain Best along with Sweetspot.ca.
