sbcf partnership proposal - Scotiabank Caribbean Carnival Toronto ...

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
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