Curtain rising on film festival

David G. Wilkinson is president of The Wilkinson Group, a Toronto-based international event marketing, education and strategic planning company.Donna LeBlanc is research co-ordinator for the Event Marketing column, which appears in each issue. Contributions, ideas, media releases and feedback should be...

David G. Wilkinson is president of The Wilkinson Group, a Toronto-based international event marketing, education and strategic planning company.

Donna LeBlanc is research co-ordinator for the Event Marketing column, which appears in each issue. Contributions, ideas, media releases and feedback should be directed to Donna at (416) 510-1692, or fax (416) 510-1694.

Movie theatres and venues across Toronto welcome the best in world film Sept. 9-18 for the 18th Annual Toronto International Film Festival of Festivals.

Through their participation in these screenings, corporations have the chance to be associated with one of Toronto’s most important and internationally recognized cultural events.

Although pre-set sponsorship packages do exist for certain programs (gala screening, closing night gala and outdoor screening), organizers of the festival will evaluate a sponsor’s needs, goals and budget, and personally customize many packages to meet those requirements.

In return for their donation, companies can make use of corporate entertainment passes and tickets, promotional support on signage and advertising vehicles and product placement at screening venues.

Canada Post is publishing, targetting and mail-dropping more than 400,000 ‘Festival Survival Guides;’ Il Fornello Restaurants, San Daniele-Mastro, cfmt tv, Alitalia and Banca Commerciale Italiana of Canada are sponsoring the National Cinema program’s salute to Italy; and The Gap is sponsoring the Contemporary World Cinema program, along with being the official festival staff clothier – supplying all staff and volunteer T-shirts.

Air Canada and Carlsberg Light (Labatt’s Ontario Breweries), which collectively represent nearly one-third of the corporate fundraising goal, continue their ‘umbrella’ support, along with long-standing sponsors at&t, Bank of Montreal, The Movie Network, Rogers Communications, Citytv and chfi.

New sponsors for 1993 include Budget Car Rentals, Ford of Canada, Movado Watch Company, Paragon Entertainment and the Directors Guild of Canada (Ontario District Council.)

For more information, contact Michele Maheux, director of marketing and communications, at(416) 967-7371.

A Hole-in-One

The world’s third-oldest national golf championship returns to Oakville, Ont.’s Glen Abbey course from Sept. 6-12.

First contested in 1904, the Canadian Open is a tournament steeped in history and tradition.

Confirmed entrants for this year’s tournament include 1992 champion Greg Norman, Nick Price, John Daly and Fred Couples.

Du Maurier has been the presenting sponsor of the Canadian Open since 1971, and, for the first time, in 1993, a select number of Canadian companies will be invited to join du Maurier and enter into a long-term partnership with the tournament and the Royal Canadian Golf Association.

A relationship with the Canadian Open will give companies a chance to have a direct impact on more than 1,700 member clubs with a combined reach of more than 220,000 golfers.

There are two categories available for sponsorship – the Founders Club and Official Supplier.

Both offer companies the chance to closely promote their association with the tournament in the form of advertising and promotion through network tv and on-site exposure, grounds passes, vip customer entertainment and playing privileges.

Official members of the founder’s club are Ford, Toronto-Dominion Bank, Bell Canada, United Distillers (Johnnie Walker) and Anheuser Busch (O’douls.)

The official supplier package sponsors include Air Canada, Coca-Cola, United Parcel Service and Ernst & Young.

For more information, contact Scott Simmons, senior director of marketing for the r.c.g.a. at (416) 849-9700.

Fundraising Western Style

The United Way of Calgary and surrounding area understands the need for change, and it is the focus of this year’s fundraising campaign, and the reason for its new direction in marketing special events.

This new direction focusses on offering corporations the chance to leverage their marketing through either sponsorship or cross-promotion of United Way special events.

By mid-October of 1993, a new sponsorship proposal package will be in place in preparation for the 1994 campaign.

Cindy Lambert, special events marketing co-ordinator, says that in the past ‘we have not marketed sponsorship or cross-promotion of our special events to the business community.

‘Many of these businesses are strong supporters of United Way through their employee campaigns and are interested in opportunities to become more involved at the corporate level.’

A number of popular and award-winning events, such as the annual slo-pitch tournament, play a significant role in raising awareness and funds for Calgarians in need and the United Way of Calgary is paving the way for corporations to give and benefit in the process.

For more information, contact Cindy Lambert at (403) 263-0720.