Skyy Vodka has renewed its sponsorship of the Toronto International Film Festival for 2010. The brand will be the official vodka of the festival. Skyy will also be the title sponsor of the festival's award for best Canadian first feature film. The deal will also include a brand presence at various parties and film showings, as well as variety cross-promotional partnerships. Supporting marketing includes a magazine advertising campaign developed by Smith Roberts & Co. This creative will also be displayed on three projection media screens installed near movie theatres. Additional supporting material includes a website at FadetoBlue.ca that will host an online "Bragging Rights Contest." The site also hosted an earlier national contest, the winner of which received a three-day trip for two to Toronto to attend the festival. Additional components include a series of sampling events at LCBO stores and the publication of a bar guide. "We're very proud of how comprehensive our film festival marketing program has become," said Laura Bruce, senior marketing manager at Peter Mielzynski Agencies, the Canadian distributor of the brand. "All of our initiatives are designed to bring the festival experience directly to our partners and consumers, while still supporting Canadian filmmakers. With a dynamic social media and marketing program, we're giving everyone the opportunity to enjoy the festival as a VIP."