Toronto's Festival of Beer 2012 - the Toronto Festival of Beer

Toronto's Festival of Beer 2012

Toronto's Festival of Beer 2012
In the summer of 2012, we salute the eighteenth year of this acclaimed Toronto tradition; a
festival focused around beer, accompanied by live music, delicious food, grilling demonstrations
and education. 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
35 000 patrons to sample a variety of brands in a unique ,‘out of store’, ‘one stop shop’
experience.
35,000 sq.FT of outdoor space
4 days
25 bands
200 Brands of Beer
25 food Vendors
1 GrillinG Tent
1 World of beer PAvillion
1 Historic Bandshell
1 Education series Tent
FAsT FAcTs
$
30,000
Mid - upper
Income
55% male
45% female
Total
Atendees
25 food
vendors
Weekend
Total Reach
+4 millon

WHY sPoNsoR ToRoNTo’s FEsTIVAL oF BEER
Create brand awareness among
new and potential customers
Showcase your brand at a
number of well advertised
events throughout the
Toronto region
Gain insight into existing
customers’ brand
perception in real time
Reach targeted customers
Gain exposure through our
targeted and effective marketing
campaign: encompasses
radio, print, online and social
media.
Develop business
incentive / reward
program for clients in
our exclusive VIP area
Participate in our strong
Social Media engagment
program
Toronto’s Festival of Beer is the perfect opportunity to effectively increase your brand awareness and
tarGet your core demoGraphic.

MEDIA PLAN
After 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, The GRID,
Toronto Star, Chill Magazine, TAPS Magazine, The Beer Store and radio partners Q107 and Virgin Radio – for the entire
month leading up to the Festival!
q107
Largest listening audience for ages 22-45
4 week promotional campaign including contesting
VIRGIN RADIo
Virgin Radio Core Audience for ages 25-44
4 week paid and promotional
NoW MAGAZINE
Weekly readership of over 355,000
8 week promotional including contesting
Lead sponsorship of 2nd annual Toronto beer guide insert
(July period)
chill MaGazine
856,800 readers per issue
Full page ad in June/July issue
TAPs the Beer MaGazine
10 000 copies printed per issue
Full page ad in July issue

Public Relations
In addition to the Media Plan, Collateral Materials and Online and Social Media, our PR campaign generates media attention building up
to TFOB.
• Press-releases and media advisories to over 135 print, radio, online and TV media outlets
• Six month, province-wide targeted print and radio media plan
Past media outlets
24 Hours
360 Magazine
680 News
Access magazine
Allaboutbeer.com
Annex Gleanor
Bayview Post
Beer.com
Beeradvocate.com
Beerfestivals.org
Beerinfo.com
Beerscribe.com
Biz magazine
blogTO
Bloor West Villager
Breakfast Television
Brewstraveler.com
The Plant Broadband magazine
Canada Extra Editor Canadian
Brewerianist
Canadian Business magazine
Canadian Free Press
Canoetravelnetwork.com
CBC
CFRB 1010
CFTO
CH TV
Chart magazine
Cheapeatstorontoblog.com
Chum Television
CityPulse
CIUT 89.5 FM
itravel2000.com
Dotoronto.com
Durham Student News
Etobicoke Guardian
EYE Weekly
Festivalmondialbiere.qc.ca
Flow 93.5 FM
Foxy 88.5
Fuel Advertising
The GRID
Globe and Mail
Guelph Mecury
Harmony magazine (Van.)
Grassroots Sports TV London
Free
Press/Sun Media
Bite Television
National Post
Nightlife Publications
North Bay Nugget
O Milenio/Stadium
Ottawa Citizen
Peace magazine
Q107
Ratebeer.com
Richmond Hill Post magazine
Steam Whistle E-Newsletter
Stir Media
TAPS Radio
The Examiner (Peterborough)
The Fan 590
The Ontario Ministry
The Sudbury Star
The Travelzine
The Tribune (Welland) of Tourism
The Vancouver Sun
The Windsor Star
Times Colonist (Victoria)
Toronto Star
Toronto.com
Torontoartsandevents.com
solutionsunited.net/Toronto
TOstudent.com
Town Media
University of Toronto
Waterfront magazine
YYZ Lifestyle Magazine

Media HiGhliGhts
DraGonette
Live In-The-Moment Social Media Videos for
fans. Linking VIA Facebook and twitter.
DIRECT LINK:
http://tinyurl.com/6eqxge3
Jessica Biel and Colin Farrell showed that
staying in the city over the weekend is just fine
with ’em ....they made it to the CNE Bandshell,
where they took in the sudsy action of the Beer
Fest, and also checked out the fame-comet-hitting
Sheepdogs, the Saskatoon fellas who snagged
the most recent cover of Rolling Stone.
SHINAN GOVANI, National Post
sHEEP DoGs
Interview with ET Canada at the
Toronto Festival of Beer. Shot on
stage with interview and access via
the Social media tent.
DIRECT LINK
http://tinyurl.com/3jl37m4

sPoNsoRsHIP oPPoRTUNITIEs Title sponsor
As 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.
• Designate as the exclusive presenting sponsor
• One Brand Experience Area in partnership with a brewery partner
• Brand name & logo inclusion as Title Sponsor in all printed materials, radio, web & PR
• Trademark on one side of sampling cup given to Festival attendees
• Secondary or tertiary positioning for all satellite events
• Onsite signage including entrance signage
• Online exposure at beerfestival.ca outlining onsite activation
• VIP passes
• Beer Garden Gala passes (valid Friday only)
• Title position in the Friday night “Beer Garden Gala”, featuring promotional contest
throughout the evening at all brewery booths

sPoNsoRsHIP oPPoRTUNITIEs - MAIN sTAGE
The Main Stage is the largest and most powerful place for you brand to be seen. Over 30,000 people watch the +20
world class bands play in the historic CNE Bandshell.
oPPoRTUNITEs
• Exclusive sponsorship of the Main Stage
• Brand name & logo inclusion as main stage sponsor in all printed materials, radio, web & PR
• Contesting opportunities online through Libation Nation and various media outlets
• Onsite activation
• Main stage signage
• Online exposure at beerfestival.ca
• Social Media opportunites and onsite activation
• VIP passes
• Logo on all ticket sales
• Beer Garden Gala Passes (valid Friday only)

sPoNsoRsHIP oPPoRTUNITIEs - VIP Area
Your back stage pass to the Toronto’s Festival Of Beer. Customized for your brand and brand experience.
Hosted at Gossip Restaurant Toronto
VIP DEMoGRAPHIcs
• All Sponsors
• Influencers
• Entertainment [ Bands ]
• Celebrities [ 2011 - Jessica Biel and Colin Farrell ]
oPPoRTUNITEs
• Exclusive naming and sponsorship rights of VIP Area
• VIP passes
• Beer Garden Gala Passes [ valid Friday only ]
• Brand name and logo inclusion as VIP sponsor in all printed materials, radio, web and PR
signage opportunities onsite

sPoNsoRsHIP oPPoRTUNITIEs - GrillinG Tent
The Festival Grilling Tent is the ultimate forum for grilling with our nation’s favourite golden beverage. Instructed by top
chefs, the audience is entertained while gaining great grilling tips as well as how to keep your grill in tip-top shape.
The grill is hot, the beer is cold, and there are prizes to be won
GrillinG Tent opportunities
• Naming rights
• Videos on Screen
• Signage
• Product sampling
• Onsite activation
Famous top chefs
5 shows daily
Tips and tricks
Beer PairinGs

social Media LounGe Activity & opportunities
In 2011 Toronto’s Festival of beer hosted its first social media lounge. The lounge was the opportunity for press, influencers,
VIPS and SM activators to check in and receive all SM handle for the festival. The lounge acted as the Social Media
hub for all activity and In-The-Moment marketing. Including live video
Twitter hastag
Total Reach
# of tweets
Exposure Impressions
#TObeerfest
405,651
1,500
1,842,050
socIAL MEDIA opportunities
• Naming rights
• Step and Repeat logos
• Signage
• In the moment SM marketing
• Product sampling
• Dedicated interview space
• Live video
‘Likes’
Total comments
Photos uploaded
4735
401
150

WoRLD oF BEER
Food
Sampling of traditional
Quebec cusinie
quebec
5 top quebec Breweries
Travel
Places to visit
Beer tours
In 2012, Toronto’s Festival
of Beer is introducing new
pavilion to the show, The World of
Beer Pavilion. Each year we will
feature a host town, region or
country. This year we are excited
to launch this new pavilion in
partnership with Quebec.
FAcT
Did you know
that the averaGe
quebecor drinks
93.9L of beer
annually?

Girl Guided beer tour
6+ Tours over weekend
15 Women per tour
5 Brewery stops
6+ After parties
GGBT opportunities
• Naming rights
• Product sampling
• Dedicated interview space
• Live video
Sex Ratio: 100% females
Age: 25-44
Income: Mid to upper
Location: +85% live in GTA
“The Girl’s Guided Beer Tour
gives women an opportunity
to experience new and
diverse beers from around the
world,” says Mirella Amato of
Beerology, who will be leading
the tour. “Participants on the tour
will sample five different styles
of beer in a tutored tasting and
will get a peek at the history of
women in the industry,”
FAcT
Women currently
account for 25 %
percent of beer
consumption in
North america

queer Beer Festival
2011 was the premiere of Queer Beer Festival, the
first of its kind in North America and in celebration
with the gay, lesbian and trans communities.
The Queer Beer Festival celebrated Canada’s rich
brewing history, hosted by experts of the brewing
craft from around the world. Featuring more than
200 brands, great live acts and delicious food
from gourmet BBQ to oysters to more!
90%
of Attendees were
new to Festival
$$$
High level of
disposable income
Reach targeted
customers
Brand savvy
Additional queer Beer Festival Promotion
Pride parade 2012
Addition Queer Beer Festival awareness will be executed via 2012
Pride Parade. Toronto’s Festival of Beer will drive the Varsity Tents Beer
Fire Truck on the parade route with Firefighters promoting the Queer
Beer Festival.
$$$
Engaged
consumers

Flower Power EXPERIENcE
Caskapolooza
Exculsive
activation area
Themed DJ
Firetruck dancers
Flower power is a unique experience within the festival. For
the past 2 years its been the host of Casapalooza and the
vendor after party. Top DJ’s spin a range of music from 70’s
rock to 80’s funkadelica. Flower power is located in the south
end of bandshell park in the rose garden.
Branding
opportunity

Brewmaster series
In 2012 Toronto’s Festival of Beer is proud to launch
the Brewmasters Series Pavilion in partnership with
Niagara’s Brewing College. Canada’s only teaching
brewery will be hosting this original experience,
providing knowledgeable sessions with brewmasters
and experts from around the country. Patrons will
have access to these free discussions on everything
from casks, beer glassware, styles, and processes.
4+
educational shows
per day
$$$
Bring YOUR brand
to life
Beer Experts
Brewmasters
NEW for 2012
EverythinG you could want to learn
about beer and more!!
1600+
Customize/
Maximize your
Experience

other opportunities
Do you have an idea you wish to activate? Are you
currently running a marketing campaign you wish to
bring to the festival? Toronto’s Festival of Beer has a
sponsorship opportunity for everyone. There is no
limit to the possibilities when we work together to
customize your program.
$$$
Bring YOUR brand
to life
Reach YOUR Target
Audience
Original Concept
100%
Activations
Flexable Ideology
Possibilities Are Endless!!
Token Booths, Pathways, Street Teams, General Store and everything
onsite has the potential to be a contact point for your
brand. Make your mark at Toronto’s Festival of Beer with a
“stand out/ get noticed” activation that is relevant to your
brands market appeal and can maximize your exposure to
your target audience.
$$$
Customize/
Maximize your
Experience