Skyy Vodka has signed-on again as the official vodka sponsor of the Toronto International Film Festival for 2010. The sponsorship will include a presence at festival parties and premieres, the creation of special cocktails for the festival, contests and product sampling. In addition, the brand will be the title sponsor of the Skyy Vodka Award for Best Canadian First Feature Film. The initiative will also include promotion at LCBO locations. Between Aug. 16 and Sept. 12, one dollar from each Skyy product purchased will be contributed toward the prize for the award winner. Skyy Vodka is marketed and sold in Canada by Peter Mielzynski Agencies. "At a time when many corporations are cutting back, it is our philosophy to continue community support at the grass roots level, retaining a credible public profile that will foster consumer endearment," said Rob Malloch, chief marketing officer at Peter Mielzynski. "The Toronto International Film Festival is our city's largest community event, synonymous with Toronto's evolution as a diverse, dynamic, global cosmopolitan centre. We are proud to be associated with the festival and to provide our support in the form of sponsorships and promotions to highlight the event and engage the public through our selling channels."