sbcf partnership proposal - Scotiabank Caribbean Carnival Toronto ...

JULY 13 TH TO AUGUST 2 ND 2010
43rd The
Annual
PARTNERSHIP PROSPECTUS

SCOTIABANK CARIBANA
Whether you’re looking to boost sales, bolster awareness or build customer relations, the
Scotiabank Caribana Festival (SBCF) provides the ultimate opportunity for truly effective
business-to-consumer relationship marketing. Beyond advertisements, exhibit booths, sampling
opportunities and direct mail, SBCF delivers relevant interaction with more than 500,000
targeted individuals that build strong, lasting relationships.
A full 88 percent of 1.2 million plus participants indicated that they would purchase a product of
service of a SBCF event partner over that of a non-partner according to an audience survey.
Our newly revamped Partnership package combines the collective assets and marketing strength
of the entire SBCF organization to deliver direct, comprehensive presence to our participants
through easy one-stop-shopping. SBCF partners receive proprietary activities at a variety of
events, reaching a combined 1.2 million participants; interactive elements such as the official
festival web site; cause overlays via the Arts Foundation, SBCF purchased advertising in excess
of $200,000, and collateral materials, including the Official Festival Guide which boasts a readership
of more then 200,000 people.
More than 1.2 million people attended the 2009 Caribana parade, the
Festivals marquee event.
Caribana generates over $483 million plus in local economic activity.
The Festival resulted in the creation of some 6,800 jobs – 83% of which
were in the Toronto area. Total labor income generated by the festival
exceeded $260 million in 2009.
Caribana is recognized internationally. An estimated 20 million people
(Canada, US, UK and Caribbean) were exposed to at least one story on
the festival in 2009.
Events that most draw visitors to the GTA: “Perhaps not surprisingly,
Caribana - which pulls fans from across eastern Canada and the northeastern
United States - led the "even cent) followed by Pride Week (23 per
cen festival (16 per cent) and the Molson Grand Prix (14 per cent).”
(Toronto Star/Decima Poll)
TORONTONIANS AND VISITORS FROM AROUND THE WORLD
HAVE BEEN FLOCKING to this cultural extravaganza that gets hands
clapping, people dancing and spirits soaring like no other.
DALTON MCGUINTY
PREMIER, PROVINCE OF ONTARIO
www.caribanafestival.com
about
01

accomplishments
02
VERY FEW “BRANDS” OR ENTERTAINMENT PROPERTIES REACH
4OTH ANNIVERSARIES, LET ALONE WITH NEW ENERGY, STRENGTH
AND INFLUENCE.
-
The Scotiabank Caribana Festival, now in its 43rd year, is an exception.
Stronger than ever, its global reach and impact are setting standards for
the future.
Scotiabank Caribana Festival sponsors don’t just buy advertising at the
event; they become partners in staging North America’s largest, most
recognized and impressive event of its kind.
-
2010 will be Caribana’s 43rd Celebration, which presents stability and
longevity for partners.
www.caribanafestival.com
Major Sponsors in 2009

WHY PARTNER WITH CARIBANA?
Because it’s a logical fit for Corporate Canada
As a sponsor of Caribana, Toronto’s summer blockbuster tourist event,
your brand will connect with more than a million of on-site attendees as
well as millions more viewers of the televised parade and other mainstream
media-covered events, both locally, regionally nationally and internationally.
Caribana is an outstanding investment opportunity for corporations. As
sponsor and driver of an event that injects $438 million into the local
economy, your brand will be up front and centre with an on-site audience
of more 1.2 million people.
Co-op media promotion and advertising opportunities in conjunction with
North America’s largest festival
Achieve increased global brand awareness and focused market penetration
in a short period of time. A partnership with Scotiabank Caribana presents
the largest reach over the shortest period of time for the least investment.
The mileage and leverage from this partnership can serve as a showcase
and tangible demonstration of your company’s commitment to serving one
of its diverse consumer bases.
Multiple high profile events over a six-week period, including a sustained
two-week period at the height of the summer tourist season will provide
major marketing and promotional opportunities for your company and its
brand to make connections with more than 20 million people.
NOW is the time to make the commitment to the 2010 Caribana 43 rd Annual Celebration.
THIS IS THE MOST IMPORTANT, SIGNIFICANT, BIGGEST AND
BEST EVENT IN TORONTO. Caribana truly reflects who we are
today…it is us.”
DAVID MILLER
MAYOR, CITY OF TORONTO
www.caribanafestival.com
why partner
03

demogrpahics
04
US and elsewhere
> 28%
REACH A DIVERSE AUDIENCE
58.6% of Caribana’s audience is between the ages of 18 and 45. Caribana
attracts a young, diverse, and influential audience.
88% of attendees said they would purchase a product or service of an event
sponsor over that of a non-sponsor. Two-thirds of visitors were able to recall
(unaided) festival sponsors.
36% of people who attended the parade indicated they traveled to
Toronto specifically for Caribana. Caribana patrons are loyal and brand savvy.
Average per capita expenditure by visitors: $438.00
$30,000 - $70,000
> 51%
Canada (GTA - 50%)
> 72%
www.caribanafestival.com
$70,000+
> 15%
GEOGRAPHIC ORIGIN
Less than $30,000
> 34%
INCOME

Age 45 - 54
> 14.2%
Age 55 +
> 10.7%
Age 35 - 44
> 12.4%
VISITOR EXPENDITURES
AUDIENCE BY AGE
* Average age is 32 Years
Accommodation
> 23%
Age 17 & Under
> 16.5%
Age 18 - 24
> 23.7%
Age 25 - 34
> 22.5%
Retail (Clothing and Other)
> 18%
Food and Beverage
> 29%
www.caribanafestival.com
Female
> 51%
Transportation
> 15%
Entertainment and
Pleasure
> 15%
*$438 million total expenditure
AUDIENCE BY GENDER
Male
> 49%
demogrpahics
05

events
06
SCOTIABANK CARIBANA PRESENTS YOUR COMPANY WITH AN ACTIVE SIX-WEEK
PERIOD FILLED WITH A MULTIPLE ARRAY OF TREMENDOUS BRANDING/PROMOTIONAL
OPPORTUNITIES AT EACH EVENT.
CALYPSO TENT MUSIC SERIES
Various Locations
Saturday, June 5 th to Sunday, July 4 th
8:00pm to 12:00pm
The series runs every weekend at various venues in Toronto, each night
featuring a different cast of singers and 'live' bands performing Calypso in
its best storytelling tradition – social and political commentary, humour
and wit.
OFFICIAL LAUNCH
Yonge & Dundas Square
Tuesday, July 13 th
12:00pm to 2:00pm
The official ceremony launches the activities for the Scotiabank Caribana
Festival Season. It is a snapshot of what’s in store over the coming
weeks.
JUNIOR CARNIVAL
Yorkgate Mall
Saturday, July 17 th
10:00pm to 4:00pm
Junior Carnival provides festivalgoers and the surrounding community
the opportunity to experience the trills and joys as young masqueraders
participate in their early festival years.
ART EXHIBITION
Royal Ontario Museum
Thursday, July 22 nd to Monday, August 2 nd
12:00pm to 9:00pm
“Beyond the Rhythm” - A Visual Art presentation of 50 works on canvas,
celebrating our survival and accomplishments, beyond the bounds of
hardship and sorrow.
“KAISO 365” CALYPSO MONARCH FINALS
Location TBD
Saturday, July 24 th
7:00pm to 12:00am
This is where the Calypso Monarch is crowned. Come and see the best
and biggest Canadian Calypsonians battle for the crown. From the
topical to the lyrical, the sweet soca rhythms will lift you out of your
seat and get you moving.
www.caribanafestival.com

SCOTIABANK CARIBANA GALA
Liberty Grand, Exhibition Place
Friday, July 23 rd
6:30pm to 2:00pm
An evening of style, glamour and extravagance; this event honors
the founders of the festival and raises funds for a worthy cause.
KING & QUEEN SHOW
Lamport Stadium
Thursday, July 29 th
7:00pm to 12:00am
On the Thursday night before the Scotiabank Caribana Parade, all the
Kings and Queens of the Bands meet to do battle. Like peacocks they
will primp and preen, eliciting oohs and aahs from the audience. It is
an honor for any reveler to be enthroned the King or Queen of his
or her band.
PAN ALIVE
Lamport Stadium
Friday, July 30 th
7:00pm to 12:00am
A thrilling evening showcasing the musical and tonal qualities of the
steel pan - members of the Ontario Steel Band Association compete
before a panel of judges.
SCOTIABANK CARIBANA PARADE
Exhibition Place & Lakeshore Blvd.
Saturday, July 31 st
10:00am to 6:00pm
The showcase event of the two-week festival features and incredible
display of colour and pageantry along a 3.6 kilometer parade route on
Lakeshore Boulevard.
DE SCOTIABANK CARIBANA LIME
Ontario Place
Sunday, August 1 st
12:00pm to 8:00pm
This event will highlight the various cultures of all of the Caribbean
people. It's a celebration of food, song, dance, theatrical drama and
story telling.
www.caribanafestival.com
events
07

y the numbers
08
millions
IMAGINE THE ROI. MILLIONS OF DOLLARS IN MARKET PENETRATION
AND EXPOSURE VALUE AWAITS YOUR COMPANY IN A PARTNERSHIP
WITH CARIBANA.
10
8
6
4
2
0
10%
Latin
35%
Caucasian
TOTAL IMPRESSIONS
2009
Print TV Radio Internet
8%
Asian
DEMOGRAPHICS*
2009
7%
Other
Other
40%
Caribbean
* Based on 1.2 Million Participants
millions
millions
www.caribanafestival.com
1.5
1.2
0.9
0.6
0.3
0.0
1.5
1.2
0.9
0.6
0.3
0.0
PEAK FESTIVAL ATTENDANCE
1998-2009
Chinese
Latern
1,000
People
Taste of
Danforth
TOTAL ATTENDANCE
1967-2009
Pride Scotiabank
Caribana
1967 1990 1996 2003
SARS
2009

JOIN US AND GET READY TO “FEEL DE VIBE!”
Let’s make your company a strategic partner for Caribana’s 43 rd Annual celebration
with a view to extending this partnership to a 3–5 year commitment. I will contact
you shortly to determine if a meeting is warranted. In the meantime, please don’t
hesitate to contact me with any questions.
For more information, and a custom sponsorship arrangement, please contact:
ANDRE NEWELL
Director of Marketing & Communications
Business Development | Brand Partnerships
Festival Management Committee
263 Davenport Road
Toronto, Ontario M5R 1J9
Direct Line: 647.274.8890
email: andre@caribanafestival.com
www.caribanafestival.com
The success of the festival has positioned Caribana as one of the most
cost effective sponsorship opportunities for corporate Canada.
CITY OF TORONTO FESTIVAL LIAISON
COUNCILOR JOE MIHEVIC
www.caribanafestival.com
contact
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