Visa Canada and the Toronto Star are the first to tap into an innovative sponsorship arrangement with Vaughan Mills shopping centre, just north of Toronto. The centre is divided into six ‘neighbourhoods’ and the two companies are each official sponsor of one of them: Visa has Fashion while the Star chose Small Towns. The shopping centre is seeking four more sponsors for the remaining neighbourhoods.
The program allows advertisers to choose the section that best fits their target market. The upscale stores in Fashion fit well with Visa, while the Star felt the local retailers in Small Towns would best appeal to its readers. Both get a captive audience by offering high visibility signage placement and promotions. Visa will be leveraging its sponsorship through a contest running at Vaughan Mills from March 12 to April 10. ‘Spin to Win’ will feature prizes and discounts for participants who spin the prize wheel.
