THE TORONTO INTERNATIONAL ART FAIR

ASSIGNMENT

To secure two presenting level partnerships for Canada’s leading contemporary art fair which attracts art collectors, admirers and the participation of every important gallery and major cultural institution across the country.

CHALLENGE

For the last three years, Cadillac has successfully sponsored The Toronto International Art Fair (TIAF). Convinced that the existing relationship could offer the automotive leader with a more valuable opportunity, Arts & Communications (A&C) was hired to renew Cadillac at a higher level and create another non-competing presenting sponsorship in the financial category.

SOLUTION

A&C was hired to conduct a sponsorship valuation for the opportunity and to realize the value proposition of the existing TIAF offering. A&C and McLaren Momentum (Cadillac’s sponsorship agency) worked together to discuss sound activation concepts from the past and create new ones.

From the sponsorship valuation, A&C was also able to identify other elements that would be valuable to a financial sponsor. A&C approached several financial institutions which had shown a strong support of Canada’s growing art industry and artists.

A&C successfully secured RBC as the Presenting Financial Sponsor based on the corporation’s accomplished sponsorship in the arts world and renewed Cadillac for a multi year commitment at a higher financial level.

Silken's ActiveKids Movement

Silken Laumann - Olympic Medalist - has recently founded Silken's ActiveKids Movement (SAM) in response to the growing epidemic of childhood obesity and inactivity sweeping Canada.

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