Sponsorship Package 2011 Final

PRESENTS

For more information contact Crystal Reinhard416.635.9889 x 21 • [email protected]

beerfestival.ca

SPONSORSHIP PACKAGE 2011

SEVENTEEN YEARS OF GREAT BEER!

SEVENTEEN YEARS OF GREAT BEER!


beerfestival.ca

SIXTEEN YEARS

OF GREAT

BEER!

SOCIAL MARKETING

THE FESTIVAL

ONLINE MARKETING

DEMOGRAPHICS

ONSITE MARKETING

SPONSORSHIP OPPORTUNITIES

MEDIA EXPOSURE

ADDITIONAL OPPORTUNITY

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SPONSORSHIP BENEFITS

TORONTO’S FESTIVAL OF BEEROn August 4th - 7th, we salute the seventeenth year of this acclaimed Toronto tradition; a festival focused around beer, accompanied by live music, delicious food and grilling demonstrations. The Festival is Canada’s premier celebration of the golden beverage and an effective branding and sampling forum where brewers and consumers gather to experience and share the many world-class beers available in Ontario. From lagers and stouts, to wheat beers and pale ales, a vast majority of Ontario brands are represented, allowing upwards of 30 000 patrons to sample a variety of brands in a unique ‘out of store’, ‘one stop shop’ experience.

DATES FOR 2011Thursday, August 4th n 4PM - 10PM

Friday, August 5th n 3PM - 10PM

Saturday, August 6th n 12PM - 7PM

Sunday, August 7th n 12PM - 7PM

LOCATIONToronto’s Festival of Beer is held every year Bandshell Park. Located at Exhibition Place, the park is easily accessible by both the TTC and GO Transit. Constructed in 1936 and inspired by the Hollywood Bowl, Bandshell Park is the perfect location for the Festival.


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DEMOGRAPHICSn Age: 25-44

n Sex Ratio: 55% males to 45% females

n Income: mid to upper levels

n Location: Over 70% live and work within the GTA

n Living Arrangements: 50% homeowners, 50% renters

n Lifestyle: Active, busy, outgoing and social

n 70% of Festival patrons are loyal, brand conscious and dedicated consumers who have attended the Festival previously

n An approximate 70/30 ratio between the Festival’s dedicated patrons and first-timers, allowing for the opportunity to target new consumers as well as strengthen relationship with existing ones.

MARKET RESEARCHThe following results are from our Libation Nation member survey conducted in 2008 in conjunction with our ticket sales. We had approximately 500 people participate;

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WHY SPONSOR TORONTO’S FESTIVAL OF BEERBeing a sponsor of Toronto’s Festival of Beer allows you to:n Build upon existing customer relationships and create brand awareness among new and potential customers,

n Showcase your brand at a number of well advertised events throughout the Toronto region,

n Gain insight into new and existing customers’ product knowledge of your brand,

n Reach targeted customers,

n Gain exposure through our targeted and effective marketing campaign: encompasses radio, print, online and social media,

n Entertain clients in our exclusive VIP area.

Toronto’s Festival of Beer is the perfect opportunity to effectively increase your brand awareness and target your core demographic.

KEY SPONSORSHIP BENEFITSSponsors can receive exposure in the following:n Media

n Print

n Radio

n Marketing Collateral

n Online and Social Media

n E-Marketing

n Onsite Marketing

n Product Sampling

n Public Relations

As well as:n Category Exclusivity

n VIP Tickets for client entertaining

n Additional Toronto’s Festival of Beer tickets for contesting


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SOCIAL MARKETING

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SPONSORSHIP OPPORTUNITIES AVAILABLEAs the only event in Ontario to bring over 30 000 beer enthusiasts together, Toronto’s Festival of Beer provides you and your brand the opportunity to reach a targeted, captive audience. Below are examples of the major sponsorship opportunities available. We will work with you to customize a sponsorship package that is right for you.

Title Sponsorn Designate as the exclusive presenting sponsorn One Brand Experience Area in partnership with a brewery partnern Brand name and logo inclusion as presenting sponsor in all printed materials, radio, web and PRn Trademark on one side of sampling cup given to Festival attendeesn Title position in the Friday night “Beer Garden Gala”, featuring promotional contest throughout the evening at all

brewery boothsn Secondary or tertiary positioning for all satellite eventsn Onsite signage including entrance signagen Online exposure at beerfestival.ca outlining onsite activationn VIP passesn Beer Garden Gala passes (valid Friday only)

Main Stage Sponsorn Exclusive sponsorship of the Main Stage n Brand name and logo inclusion as main stage sponsor in all printed materials, radio, web and PRn Contesting opportunities online through Libation Nation and various media outletsn Onsite ambassador program in tandem with various breweriesn Stage backdrop signage and other stage area signage opportunities n Online exposure at beerfestival.can VIP passesn Beer Garden Gala Passes (valid Friday only)

Grilling Tent Sponsorn Title sponsorship of the Grilling Tentn One Brand Experience Arean 2-week coordinated creative campaign to tie in contesting, signage and onsite presencen Contesting opportunities online through Libation Nation and various media outletsn Onsite ambassador program in tandem with various breweriesn Signage opportunitiesn Online exposure at beerfestival.can Exposure via logo in all printed materials, radio, web and PRn VIP passesn Beer Garden Gala Passes (valid Friday only)

VIP Area Sponsorn Exclusive sponsorship of the VIP Area n Brand name and logo inclusion as VIP sponsor in all printed materials, radio, web and PRn Contesting opportunities online through Libation Nation and various media outletsn Brand signage opportunities onsite n Online exposure at beerfestival.can VIP passesn Beer Garden Gala Passes (valid Friday only)


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MEDIA PLAN

TORONTO MEDIA PLAN AND PARTNERSAfter more than a decade of effective marketing, word of mouth delivers over 50% of our Festival audience! Our Festival Media Plan drives this word of mouth as we have Toronto covered via a number of outlets, including NOW Magazine, Chill Magazine, TAPS Magazine, The Beer Store and radio partners Q107 and Virgin Radio – for the entire month leading up to the Festival!

NOW MAGAZINEn Weekly readership of over 355,000n 4 week promotional including contesting

CHILL MAGAZINE n 856,800 readers per issuen Full page ad in June/July issue

TAPS THE BEER MAGAZINEn 10 000 copies printed per issuen Full page ad in July issue

THE BEER STOREn Tickets sold in 30 stores within the GTAn Posters in a total of 130 throughout the GTA and Golden Horseshoe

Q107 n Largest listening audience for ages 22-45n 4 week promotional campaign including contesting

VIRGIN RADIO n Virgin Radio Core Audience for ages 25-44 n 4 week paid and promotional

Toronto’s Festival of Beer attracts consumer attention ALL YEAR LONG!Throughout the year, additional targeted collateral campaigns reach your consumer with event promotions that ignite and attract attention to your brand!


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SOCIAL MARKETING

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SOCIAL MEDIA AND MARKETINGAs social media and marketing has become more popular amongst our target audience, we have incorporated new and exciting opportunities into the mix. These are great opportunities for our exhibitors to utilize in order to communicate with their audience even more.

FACEBOOK n Toronto’s Festival of Beer has an Official Facebook page, which currently has over 3500

members.

n Our Facebook page has a dedicated section for exhibitor page links, as well as any additional events that we may be running.

TWITTER n Toronto’s Festival of Beer has a dedicated Twitter account, starting as of 2010, with over

300 ‘follow’ers.

n Any ‘follow’ers will be updated on any news for 2011, including new and existing sponsors, music lineups, events, a countdown to the Festival, etc.


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SIXTEEN YEARS

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SOCIAL MARKETING

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ONLINE MARKETING

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ONLINE MARKETINGBEERFESTIVAL.CA - Our Official Beer Festival Websiten This site contains all information regarding the Festival, including sponsor logos, upcoming events, Grilling

Tent schedule, music schedule, etc.n Tickets are sold primarily online which results in a dramatic increase in our visitors.

LIBATIONNATION.CAn An online community for food and drink connoisseurs who like to

stay connected and celebrate responsiblyn A new members-only website which will serve to inform our mem-

bers about upcoming events, contests, and our Insider Info.n LibationNation.ca holds a database of over 17 000 names of food & drink connoisseurs

E-MARKETINGLibation Nation E-NewlettersFor Members...n A monthly e-newsletter that is sent out to our Libation Nation membership database of over 17 000.n This e-newsletter keeps them informed about: n Upcoming events n Special Offers n Exclusive Invitations n What’s happening in the industry

For Sponsors...n A great opportunity for sponsors to reach over 17 000

food & drink connoisseurs at just a click of a button!n Utilize the e-newsletter to: n Create brand awareness by engaging members

in creative contests and special offers n Measure your brand awareness through integrated consumer surveys n Draw attention to your products/services by offering promotional incentives to members n Showcase your brand through exclusive member invites to any of your events

From creative design to email distribution to measurable results, this complete online communications package is PIPEDA compliant and is issued free to its members courtesy of great sponsors like Toronto’s Festival of Beer.


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ONSITE MARKETINGToronto’s Festival of Beer Pocket Guide

n Ad in the Official Pocket Guide of the Festival

n Opportunity to add in coupon/special offer

OTHER ONSITE OPPORTUNITIESn The opportunity for product sampling through a variety of onsite methods:

hand outs, field teams, booths, etc.

n The opportunity to participate in survey programs giving your brand visibility and completing market data gathering successfully

n The opportunity to have onsite signage at each event

n Reach consumers through a variety of multi-media contesting campaigns. This is your chance to create brand awareness and recognition through contest methods, special offers and more. Benefit from:

n on-air mentions of your contests during radio’s morning shows and drive-home segments

n onsite contests at each event – Toronto’s Festival of Beer and Libation Nation Events

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beerfestival.ca

SIXTEEN YEARS

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BEER!

SOCIAL MARKETING

THE FESTIVAL

ONLINE MARKETING

DEMOGRAPHICS

ONSITE MARKETING


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PUBLIC RELATIONSIn addition to the Media Plan, Collateral Materials and Online and Social Media, our PR campaign generates media attention building up to TFOB.

n Press-releases and media advisories to over 135 print, radio, online and TV media outletsn Six month, province-wide targeted print and radio media plan

PUBLIC RELATIONS CAMPAIGNAn example of some of the media outlets that cover Toronto’s Festival of Beer;

24 Hours 360 Magazine 680 News Access magazineAllaboutbeer.comAnnex Gleanor Bayview Post Beer.comBeeradvocate.comBeerfestivals.orgBeerinfo.comBeerscribe.comBiz magazine blogTO Bloor West VillagerBreakfast TelevisionBrewstraveler.comThe Plant Broadband magazineCanada Extra Editor Canadian BrewerianistCanadian Business magazineCanadian Free PressCanoetravelnetwork.comCBC CFRB 1010CFTO

CH TV Chart magazineCheapeatstorontoblog.comChum TelevisionCityPulse CIUT 89.5 FM itravel2000.comDotoronto.com Durham Student NewsEtobicoke GuardianEYE WeeklyFestivalmondialbiere.qc.caFlow 93.5 FM Foxy 88.5 Fuel AdvertisingGlobe and MailGuelph MecuryHarmony magazine (Van.)Grassroots Sports TV London Free Press/Sun Media Bite TelevisionNational Post Nightlife PublicationsNorth Bay Nugget O Milenio/StadiumOttawa Citizen

Peace magazine Q107Ratebeer.comRichmond Hill Post magazineSteam Whistle E-Newsletter Stir MediaTAPS RadioThe Examiner (Peterborough)The Fan 590 The Ontario MinistryThe Sudbury StarThe TravelzineThe Tribune (Welland) of TourismThe Vancouver Sun The Windsor StarTimes Colonist (Victoria)Toronto StarToronto.com Torontoartsandevents.comsolutionsunited.net/TorontoTOstudent.comTown MediaUniversity of TorontoWaterfront magazineYYZ Lifestyle Magazine


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SOCIAL MARKETING

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ADDITIONAL SPONSORSHIP OPPORTUNITIES We are currently planning some exciting new Libation Nation Events for 2011. These are great opportunities for sponsors to target and engage our 17 000 members;

n Zupa Bowl – February 201 n Ontario Brewing Awards – April 2011 n King Street Crawl – July 2011 n Hopscotch – November 2011 n 12 Beers of Christmas – November 2011 n The Art of Craft Brewing – TBD 2011

Sunday, Feb. 7th • 5pm Bier Markt Esplanade

58 The Esplanade, Toronto • 416-862-7575

ZupaBowlZupaBowl

Hosted by Kevin Brauch

Stiegl Beer Sampling

Complimentary Suckling Pig At Halftime

Libation Nation Providing Great Prizes!

ADMIT ONE 19+ event

10

20

30

40

3rd Annual

A Super Bowl Party in the spirit of Oktoberfest!

THE BIG GAME!

A Super Bowl Party in the spirit of Oktoberfest!

Schnitzel, Brats, Beer & THE BIG GAME!

Brought to you by:

Host of The Thirsty Traveler and cohost of Iron Chef America

PRESENTS

KING STREET CRAWL2010

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Sponsorship Package 2011 Final

Documents

Transcript of Sponsorship Package 2011 Final