sbcf partnership proposal - Scotiabank Caribbean Carnival Toronto ...
sbcf partnership proposal - Scotiabank Caribbean Carnival Toronto ...
sbcf partnership proposal - Scotiabank Caribbean Carnival Toronto ...
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JULY 13 TH TO AUGUST 2 ND 2010<br />
43rd The<br />
Annual<br />
PARTNERSHIP PROSPECTUS
SCOTIABANK CARIBANA<br />
Whether you’re looking to boost sales, bolster awareness or build customer relations, the<br />
<strong>Scotiabank</strong> Caribana Festival (SBCF) provides the ultimate opportunity for truly effective<br />
business-to-consumer relationship marketing. Beyond advertisements, exhibit booths, sampling<br />
opportunities and direct mail, SBCF delivers relevant interaction with more than 500,000<br />
targeted individuals that build strong, lasting relationships.<br />
A full 88 percent of 1.2 million plus participants indicated that they would purchase a product of<br />
service of a SBCF event partner over that of a non-partner according to an audience survey.<br />
Our newly revamped Partnership package combines the collective assets and marketing strength<br />
of the entire SBCF organization to deliver direct, comprehensive presence to our participants<br />
through easy one-stop-shopping. SBCF partners receive proprietary activities at a variety of<br />
events, reaching a combined 1.2 million participants; interactive elements such as the official<br />
festival web site; cause overlays via the Arts Foundation, SBCF purchased advertising in excess<br />
of $200,000, and collateral materials, including the Official Festival Guide which boasts a readership<br />
of more then 200,000 people.<br />
More than 1.2 million people attended the 2009 Caribana parade, the<br />
Festivals marquee event.<br />
Caribana generates over $483 million plus in local economic activity.<br />
The Festival resulted in the creation of some 6,800 jobs – 83% of which<br />
were in the <strong>Toronto</strong> area. Total labor income generated by the festival<br />
exceeded $260 million in 2009.<br />
Caribana is recognized internationally. An estimated 20 million people<br />
(Canada, US, UK and <strong>Caribbean</strong>) were exposed to at least one story on<br />
the festival in 2009.<br />
Events that most draw visitors to the GTA: “Perhaps not surprisingly,<br />
Caribana - which pulls fans from across eastern Canada and the northeastern<br />
United States - led the "even cent) followed by Pride Week (23 per<br />
cen festival (16 per cent) and the Molson Grand Prix (14 per cent).”<br />
(<strong>Toronto</strong> Star/Decima Poll)<br />
TORONTONIANS AND VISITORS FROM AROUND THE WORLD<br />
HAVE BEEN FLOCKING to this cultural extravaganza that gets hands<br />
clapping, people dancing and spirits soaring like no other.<br />
DALTON MCGUINTY<br />
PREMIER, PROVINCE OF ONTARIO<br />
www.caribanafestival.com<br />
about<br />
01
accomplishments<br />
02<br />
VERY FEW “BRANDS” OR ENTERTAINMENT PROPERTIES REACH<br />
4OTH ANNIVERSARIES, LET ALONE WITH NEW ENERGY, STRENGTH<br />
AND INFLUENCE.<br />
-<br />
The <strong>Scotiabank</strong> Caribana Festival, now in its 43rd year, is an exception.<br />
Stronger than ever, its global reach and impact are setting standards for<br />
the future.<br />
<strong>Scotiabank</strong> Caribana Festival sponsors don’t just buy advertising at the<br />
event; they become partners in staging North America’s largest, most<br />
recognized and impressive event of its kind.<br />
-<br />
2010 will be Caribana’s 43rd Celebration, which presents stability and<br />
longevity for partners.<br />
www.caribanafestival.com<br />
Major Sponsors in 2009
WHY PARTNER WITH CARIBANA?<br />
Because it’s a logical fit for Corporate Canada<br />
As a sponsor of Caribana, <strong>Toronto</strong>’s summer blockbuster tourist event,<br />
your brand will connect with more than a million of on-site attendees as<br />
well as millions more viewers of the televised parade and other mainstream<br />
media-covered events, both locally, regionally nationally and internationally.<br />
Caribana is an outstanding investment opportunity for corporations. As<br />
sponsor and driver of an event that injects $438 million into the local<br />
economy, your brand will be up front and centre with an on-site audience<br />
of more 1.2 million people.<br />
Co-op media promotion and advertising opportunities in conjunction with<br />
North America’s largest festival<br />
Achieve increased global brand awareness and focused market penetration<br />
in a short period of time. A <strong>partnership</strong> with <strong>Scotiabank</strong> Caribana presents<br />
the largest reach over the shortest period of time for the least investment.<br />
The mileage and leverage from this <strong>partnership</strong> can serve as a showcase<br />
and tangible demonstration of your company’s commitment to serving one<br />
of its diverse consumer bases.<br />
Multiple high profile events over a six-week period, including a sustained<br />
two-week period at the height of the summer tourist season will provide<br />
major marketing and promotional opportunities for your company and its<br />
brand to make connections with more than 20 million people.<br />
NOW is the time to make the commitment to the 2010 Caribana 43 rd Annual Celebration.<br />
THIS IS THE MOST IMPORTANT, SIGNIFICANT, BIGGEST AND<br />
BEST EVENT IN TORONTO. Caribana truly reflects who we are<br />
today…it is us.”<br />
DAVID MILLER<br />
MAYOR, CITY OF TORONTO<br />
www.caribanafestival.com<br />
why partner<br />
03
demogrpahics<br />
04<br />
US and elsewhere<br />
> 28%<br />
REACH A DIVERSE AUDIENCE<br />
58.6% of Caribana’s audience is between the ages of 18 and 45. Caribana<br />
attracts a young, diverse, and influential audience.<br />
88% of attendees said they would purchase a product or service of an event<br />
sponsor over that of a non-sponsor. Two-thirds of visitors were able to recall<br />
(unaided) festival sponsors.<br />
36% of people who attended the parade indicated they traveled to<br />
<strong>Toronto</strong> specifically for Caribana. Caribana patrons are loyal and brand savvy.<br />
Average per capita expenditure by visitors: $438.00<br />
$30,000 - $70,000<br />
> 51%<br />
Canada (GTA - 50%)<br />
> 72%<br />
www.caribanafestival.com<br />
$70,000+<br />
> 15%<br />
GEOGRAPHIC ORIGIN<br />
Less than $30,000<br />
> 34%<br />
INCOME
Age 45 - 54<br />
> 14.2%<br />
Age 55 +<br />
> 10.7%<br />
Age 35 - 44<br />
> 12.4%<br />
VISITOR EXPENDITURES<br />
AUDIENCE BY AGE<br />
* Average age is 32 Years<br />
Accommodation<br />
> 23%<br />
Age 17 & Under<br />
> 16.5%<br />
Age 18 - 24<br />
> 23.7%<br />
Age 25 - 34<br />
> 22.5%<br />
Retail (Clothing and Other)<br />
> 18%<br />
Food and Beverage<br />
> 29%<br />
www.caribanafestival.com<br />
Female<br />
> 51%<br />
Transportation<br />
> 15%<br />
Entertainment and<br />
Pleasure<br />
> 15%<br />
*$438 million total expenditure<br />
AUDIENCE BY GENDER<br />
Male<br />
> 49%<br />
demogrpahics<br />
05
events<br />
06<br />
SCOTIABANK CARIBANA PRESENTS YOUR COMPANY WITH AN ACTIVE SIX-WEEK<br />
PERIOD FILLED WITH A MULTIPLE ARRAY OF TREMENDOUS BRANDING/PROMOTIONAL<br />
OPPORTUNITIES AT EACH EVENT.<br />
CALYPSO TENT MUSIC SERIES<br />
Various Locations<br />
Saturday, June 5 th to Sunday, July 4 th<br />
8:00pm to 12:00pm<br />
The series runs every weekend at various venues in <strong>Toronto</strong>, each night<br />
featuring a different cast of singers and 'live' bands performing Calypso in<br />
its best storytelling tradition – social and political commentary, humour<br />
and wit.<br />
OFFICIAL LAUNCH<br />
Yonge & Dundas Square<br />
Tuesday, July 13 th<br />
12:00pm to 2:00pm<br />
The official ceremony launches the activities for the <strong>Scotiabank</strong> Caribana<br />
Festival Season. It is a snapshot of what’s in store over the coming<br />
weeks.<br />
JUNIOR CARNIVAL<br />
Yorkgate Mall<br />
Saturday, July 17 th<br />
10:00pm to 4:00pm<br />
Junior <strong>Carnival</strong> provides festivalgoers and the surrounding community<br />
the opportunity to experience the trills and joys as young masqueraders<br />
participate in their early festival years.<br />
ART EXHIBITION<br />
Royal Ontario Museum<br />
Thursday, July 22 nd to Monday, August 2 nd<br />
12:00pm to 9:00pm<br />
“Beyond the Rhythm” - A Visual Art presentation of 50 works on canvas,<br />
celebrating our survival and accomplishments, beyond the bounds of<br />
hardship and sorrow.<br />
“KAISO 365” CALYPSO MONARCH FINALS<br />
Location TBD<br />
Saturday, July 24 th<br />
7:00pm to 12:00am<br />
This is where the Calypso Monarch is crowned. Come and see the best<br />
and biggest Canadian Calypsonians battle for the crown. From the<br />
topical to the lyrical, the sweet soca rhythms will lift you out of your<br />
seat and get you moving.<br />
www.caribanafestival.com
SCOTIABANK CARIBANA GALA<br />
Liberty Grand, Exhibition Place<br />
Friday, July 23 rd<br />
6:30pm to 2:00pm<br />
An evening of style, glamour and extravagance; this event honors<br />
the founders of the festival and raises funds for a worthy cause.<br />
KING & QUEEN SHOW<br />
Lamport Stadium<br />
Thursday, July 29 th<br />
7:00pm to 12:00am<br />
On the Thursday night before the <strong>Scotiabank</strong> Caribana Parade, all the<br />
Kings and Queens of the Bands meet to do battle. Like peacocks they<br />
will primp and preen, eliciting oohs and aahs from the audience. It is<br />
an honor for any reveler to be enthroned the King or Queen of his<br />
or her band.<br />
PAN ALIVE<br />
Lamport Stadium<br />
Friday, July 30 th<br />
7:00pm to 12:00am<br />
A thrilling evening showcasing the musical and tonal qualities of the<br />
steel pan - members of the Ontario Steel Band Association compete<br />
before a panel of judges.<br />
SCOTIABANK CARIBANA PARADE<br />
Exhibition Place & Lakeshore Blvd.<br />
Saturday, July 31 st<br />
10:00am to 6:00pm<br />
The showcase event of the two-week festival features and incredible<br />
display of colour and pageantry along a 3.6 kilometer parade route on<br />
Lakeshore Boulevard.<br />
DE SCOTIABANK CARIBANA LIME<br />
Ontario Place<br />
Sunday, August 1 st<br />
12:00pm to 8:00pm<br />
This event will highlight the various cultures of all of the <strong>Caribbean</strong><br />
people. It's a celebration of food, song, dance, theatrical drama and<br />
story telling.<br />
www.caribanafestival.com<br />
events<br />
07
y the numbers<br />
08<br />
millions<br />
IMAGINE THE ROI. MILLIONS OF DOLLARS IN MARKET PENETRATION<br />
AND EXPOSURE VALUE AWAITS YOUR COMPANY IN A PARTNERSHIP<br />
WITH CARIBANA.<br />
10<br />
8<br />
6<br />
4<br />
2<br />
0<br />
10%<br />
Latin<br />
35%<br />
Caucasian<br />
TOTAL IMPRESSIONS<br />
2009<br />
Print TV Radio Internet<br />
8%<br />
Asian<br />
DEMOGRAPHICS*<br />
2009<br />
7%<br />
Other<br />
Other<br />
40%<br />
<strong>Caribbean</strong><br />
* Based on 1.2 Million Participants<br />
millions<br />
millions<br />
www.caribanafestival.com<br />
1.5<br />
1.2<br />
0.9<br />
0.6<br />
0.3<br />
0.0<br />
1.5<br />
1.2<br />
0.9<br />
0.6<br />
0.3<br />
0.0<br />
PEAK FESTIVAL ATTENDANCE<br />
1998-2009<br />
Chinese<br />
Latern<br />
1,000<br />
People<br />
Taste of<br />
Danforth<br />
TOTAL ATTENDANCE<br />
1967-2009<br />
Pride <strong>Scotiabank</strong><br />
Caribana<br />
1967 1990 1996 2003<br />
SARS<br />
2009
JOIN US AND GET READY TO “FEEL DE VIBE!”<br />
Let’s make your company a strategic partner for Caribana’s 43 rd Annual celebration<br />
with a view to extending this <strong>partnership</strong> to a 3–5 year commitment. I will contact<br />
you shortly to determine if a meeting is warranted. In the meantime, please don’t<br />
hesitate to contact me with any questions.<br />
For more information, and a custom sponsorship arrangement, please contact:<br />
ANDRE NEWELL<br />
Director of Marketing & Communications<br />
Business Development | Brand Partnerships<br />
Festival Management Committee<br />
263 Davenport Road<br />
<strong>Toronto</strong>, Ontario M5R 1J9<br />
Direct Line: 647.274.8890<br />
email: andre@caribanafestival.com<br />
www.caribanafestival.com<br />
The success of the festival has positioned Caribana as one of the most<br />
cost effective sponsorship opportunities for corporate Canada.<br />
CITY OF TORONTO FESTIVAL LIAISON<br />
COUNCILOR JOE MIHEVIC<br />
www.caribanafestival.com<br />
contact<br />
09