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Luminato readies interactive campaign

Toronto arts festival Luminato is preparing an interactive marketing campaign intended to raise awareness of the event's brand. According to the organization, the campaign will also act as a "year-round voice" for the annual event. The initiative, developed by Bensimon Byrne of Toronto, includes a new website, mobile marketing, social media activities, online banners, print advertising, broadcast advertising, email marketing and direct mail. The new website was constructed by Toronto-based Mouth Media. "Luminato's 2011 marketing campaign integrates print, outdoor, broadcast, cinematic, online, and direct mail communications, while building awareness and understanding of the festival in local, national and international markets, and encouraging attendance at the festival's over 150 free and ticketed events," said Mike Forrester, the event's vice-president of consumer and corporate relations. Luminato 2011 will take place from June 10 to 19.

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