LUXURY LIFESTYLE MEDIA DONE RIGHT - Bay Street Bull
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2020 MEDIA KIT LUXURY LIFESTYLE MEDIA DONE RIGHT Bay Street Bull continues to grow and prove day-by-day that luxury lifestyle media works. From an engaging social media presence and timely daily digital content to the pages of the print book and year-round events, Bay Street Bull’s lux- ury lifestyle media platform emphasiz- es building lasting relationships through content and connec- tivity with Canada’s most affluent and influential audience.
W E L C O M E
2020 PLATFORM L P
LUXURY LIFESTYLE MEDIA IA BRAND
RI
T
IE N
NT
Bay Street Bull’s multi-media platform emphasizes
360
O
EXPER
the importance in utilizing a variety of touch-
points in achieving the ultimate campaign.
CAMPAIGN TOUCH-POINTS
PART-
NER-
PUB
SHIP
CY
PRINT DIGITAL EXPERIENTIAL
LIC
EN
• Traditional Advertising • Banner Advertising • Bay Street Bull
R
G
EL
Lifestyle Events*
A
• Custom Branded • Site Takeovers AT
Content • Custom Curated
IO
• Weekly Newsletter NS
• Profiles and • Branded Social Audience Events
Product Features Media Posts • Custom Brand
• Event Features • Video Series and Activations DIGITAL
• Inserts Custom Productions • Contests and Giveaways
*30x30 Annual Bash, Power 50 Soiree
and Women Who Lead Speakers Panel
PRINT DIGITAL/VIDEO EVENTS
Regardless of how the book is received, Timeless luxury content is one thing Once Bay Street Bull’s luxury
whether as an insert to Globe and Mail but being timely is equally critical. lifestyle audience is engaged with
subscribers, while travelling in business class Bay Street Bull keeps its luxury profes- content, the final piece of the media
internationally through Air Canada’s Maple sional audience connected throughout puzzle is real life engagement with
Leaf Lounges or picking up a copy in an ele- its digital platforms. From a weekly the brands and its valued partners
vated space such as a Four Seasons, Fairmont newsletter, to key social media platforms, through Bay Street Bull’s lifestyle
or Shangri-La hotel room across the country, to an engaging website updated daily events (30x30 Spring Bash, Power
the audience is at the gateway of Bay Street with a myriad of editorial and video 50 Summer Soiree and Women
Bull’s luxury lifestyle media platform. In all content, Bay Street Bull’s digital media Who Lead Speakers Panel) and
cases, these individuals are paying a premium offering strikes the perfect mix for a custom experiences.
for either their content through subscription, discerning audience that likes to be en-
or to physically be in an elevated space and gaged where, when, and how it sees fit.
thus value the book as a primary part of the
curated experience.
AUDIENCE EVALUATION PURCHASE
FUNNEL
CONSIDERATION INTENT
INTEREST AWARENESS
Connected by choice and where you are Connected when you want and all the time Hyper connected and hyper engaged
B S B T V
NEXT LEVEL
LUXURY LIFESTYLE MEDIA
Introducing 6 original video and
podcasting series from Bay Street Bull
SEASON 1 - OCTOBER 2019 SEASON 2 - MARCH 2020
THE THE TAKEAWAY MY 1ST
TA K E - Canada's brightest leaders speak about Animated video series describing an individual’s
A W AY the most valuable lessons they’ve learned first big purchase, deal, championship win, etc.
BSB TV SCHEDULE along their path to success.
Launching in the Fall of 2019 bite with the BITE WITH THE BULL
THE CORNER
BSB TV will introduce the Set in a notable ‘corner’ location of a bar,
Featuring an elevated selection of the top restaurant or lounge, our editors will engage
first three of six original series. restaurants to close deals or toast success, guests in challenging, thought-provoking
Bite With The Bull highlights unique dishes banter intended to spark ideas.
and beautiful interiors.
MAKE LEMONADE WITH FACEBOOK MY COLLECTION
A custom series in partnership with M Y //
COLLECTION
This series will go into the homes of various
Facebook Canada, this series focuses influential and successful personalities and
on female entrepreneurs who have built discover their incredible collections of cars,
their businesses in the digital space. timepieces, sneakers, and jewellery, and more.
AMPLIFICATION
PARTNERS
Bay Street Bull is proud to
announce partnerships through
2019 and 2020 with Facebook
and the Pattison Group that
will amplify individual series in
production. While the use of
Facebook’s social media plat-
forms for promotion will be on
full display with the release of
Make Lemonade with Facebook,
a mix of social media promo- PACKAGING AND PRICING
tion and targeted out-of-home SERIES SPONSORSHIP CUSTOM CONTENT
advertising through the Pattison
STARTING AT $25K CAD STARTING AT $15K CAD
Group channels will go beyond
• Pre-roll • 3 minute video - 3 edits
the digital world and bring BSB • Product placement • Magazine Ad
TV to our audience as they • Branded watermark • Social Campaign
commute to work, in their office • Series sponsorship
elevators and as they traverse
Toronto’s PATH network. BRANDING FOR VARIOUS PLATFORMS, YOUTUBE, VIMEO, ETC…
Take your brand’s story to the next level with customized video content created in collaboration with some of Canada’s best
storytellers. With broadcasting across BSB TV, the opportunity to elevate your campaign and engage seamlessly throughout
Bay Street Bull’s professional luxury lifestyle platform is here.
A U D I E N C E
PLATFORM REACH Air Canada Maple Leaf Lounges
Lounge Traffic & Demographics
LUXURY LIFESTYLE MEDIA
350,000-375,000 P EO P L E P ER MO N T H
Considering Canada’s size and diversity, reaching the most influential
GENDER AG E INCOME
and afluent Canadians is no easy task but Bay Street Bull does just that. 35-54
74% 46%
Whether engaging content on the latest tablets and smartphones through M AL E
40% $100K - $200K
various online channels or perusing the pages of the book that has been 26%
HOL D SENIOR
40%
M AN AG EM EN T
received by either a Globe and Mail subscription, at Air Canada’s global FEM AL E P OSI T IONS $200K +
Maple Leaf lounges, or in an elevated space, Bay Street Bull reaches Cana-
da's most influential men and women who want and demand the best. BAY STREET BULL IS IN THE
FOLLOWING AIR CANADA LOUNGES:
New York (LGA)
New Jersey (EWR)
Globe & Mail Los Angeles (LAX)
Distribution & Demographics Paris (CDG)
London (LHR)
T O R ON T O Frankfurt (FRA)
36,800 Vancouver (YVR)
O T TAWA Edmonton (YEG)
Calgary (YYC)
5,750 Regina (YQR)
BRITISH Winnipeg (YWG)
C O LUM B I A Ottawa (YOW)
9,725 Toronto (YYZ)
Montreal (YUL)
A L B E R TA Halifax (YHZ)
QUEBEC
4,950 St. John’s (YYT)
Q U EB EC
BC ALBERTA ONTARIO
2,775
BAY STREET BULL IS IN THE
FOLLOWING ELEVATEDSPACES
( LU X U RY H OT E L S A N D R E TA I L E R S ) :
58%
M ALE Anndore House Drake 150
AGE 95% $172,500 $286,000 The Ritz Carlton Drake General Store
42% 42 UNI V ER SI T Y INDI V IDUAL HOU SEHOL D
Four Seasons Hotel
Broadview Hotel
The St. Regis Toronto
Fairmont Royal York (Gold
FEM AL E EDUCAT E D IN C OM E IN C OM E Drake Hotel Rooms and Lounge)
WHERE Globe & Mail Air Canada Lounges Elevated Spaces TOTAL
(luxury hotels and retailers)
P
R
I CIRCULATION 60,000 2,000 2,000 64K
N
T
READERSHIP 240,000 20,000 2,000 280K
D
Baystbull.com Social Media E-Newsletter, E-Blasts & Takeovers
I
G ENGAGEMENT VIEWS SUBSCRIBERS CLICK RATE OPEN RATE
I MONTHLY VIEWS RATIO PER POST
T
A
L
40,000 6% 4,100+ 10,000+ 7.3% 30%
Digital Demographics AGE SPLIT GENDER
46%
More than half of BayStBull.com readers FEMALE
are millennials between the ages of 18
and 34. Core BayStBull.com readers are
interested in business, shopping, lifestyle,
food, travel, sports, news, and politics. 56% 37% 7% 54%
18-34 35-54 54+ MALE
E XPERIENTIAL
HOW YOU CAN AMPLIFY WITH EXPERIENTIAL
IN REAL LIFE
NICHE LUXURY LIFESTYLE MEDIA Lifestyle Event Activations
It’s no secret that the secret sauce to Bay Street Bull’s From title sponsorships to featured activations, brands have
the opportunity to build lasting relationships with some of
ongoing success to date has been the platform’s ability the country’s elite luxury consumers and influencers.
to appeal to a diverse national luxury audience through
various forms of media and experiences. Segmenting these Custom Curated Audience Events
Partnering with Bay Street Bull for a targeted event with our
consumers through niche luxury lifestyle media content, hand selected market segments serves to amplify any cam-
products, activations, and events represents the ultimate paign creating genuine brand engagement and interaction.
crescendo of the audience funnel at work.
BAY STREET BULL LIFESTYLE EVENTS
E audience audience audience
X Entrepreneurs, Influencers, Vice Business owners, CEO’s, Entrepreneurs, Influencers, Brand Directors, Entrepreneurs,
P
E Presidents, Directors and more. Lawyers, Accountants, Doctors, etc. Lawyers, Doctors, and more.
R
I 84% University Educated GENDER 72% With Master’s Degrees GENDER University Educated GENDER
E 49% men 58% men
N 18% men
Average annual household 51% women Average annual household 42% women Average annual household 82% women
T
I incomes of approximately incomes of approximately incomes of approximately
A $110,000 AGE + $335,000 AGE $195,000 AGE
L 26 - 39 40 - 55 30 - 45
30X30 SPRING BASH POWER 50 SOIREE WOMEN WHO LEAD SPEAKERS PANEL
For brands who want to engage Bay Street Bull’s For Canada’s most elite, Bay Street Bull’s Annual The 'Women Who Lead' luxury audience seg-
captive professional millennial audience segment, Power 50 Summer Soiree is a must attend event ment consists of individuals (18% men - 82%
the annual 30x30 bash represents an ability for and presents brands an opportunity to appeal to the women, aged 30 - 45) who are Masters degrees
brands to connect with with an affluent and influ- highest level of luxury consumer. Through personal and earn annual household incomes of approx-
ential audience of luxury influencers facilitating introductions and direct engagement with some of imately $195,000. Consisting of an engaging
awareness and new customer relationships. At- the country’s truly elite executives, entrepreneurs women-led panel, the event serves as a vehicle
tendees at the 30x30 bash represent some of the and innovators in attendance, presence at the An- for thought leadership and networking for
Bull’s most engaged audience digitally and often nual Power 50 soiree ensures a brand's ability to Canada's most dynamic female leaders.
have strong social media followings that further establish long lasting relationships with highly-val-
amplify the events market footprint. ued customers in the most dynamic ways possible.
360ºCAMPAIGNS CASE STUDY 1#: SCOTIA iTRADE Acknowledging the changing landscape around finance and technology, Bay Street Bull worked with Scotiabank to promote their wealth management platform, iTrade. 8-page insert BayStBull.com featured coverage Moderation of investment-focused panel Custom design (layouts and Newsletter inclusion Hosting of approx. 250 attendees infographics) Social media coverage and reporting Supplementation of 8-page editorial Interviews and research conducted Digital site takeover insert (separate from book) by editorial staff House ads created by design staff Editorial event coverage in subsequent issue
360ºCAMPAIGNS CASE STUDY 2#: VACHERON CONSTANTIN Debuting their first Canadian standalone boutique, Swiss luxury timepiece brand, Vacheron Constantin, worked with Bay Street Bull to celebrate the mile- stone in the heart of downtown Toronto. Priority placement of single- BayStBull.com featured coverage Venue sourcing, vetting, and page advertisement across from Social media activation and coverage correspondence Table of Contents Influencer procurement VVIP guest list procurement Double-page spread featuring Newsletter inclusion Activation conceptualization thought-leadership interview with and execution Vacheron Constantin President of Third-party sourcing (photographers, the Americas, Leslie Kobrin florals, spirit partners, etc.) Double-page editorial in subsequent Brand ambassador procurement issue featuring event coverage VVIP dressing opportunity procurement Value-add editorial inclusion in Client sales introductions photoshoots and other editorial pages
360ºCAMPAIGNS CASE STUDY 3#: HENNESSY In celebration of the highly-anticipated annual 30X30 guide, Bay Street Bull worked with luxury cognac brand, Hennessy, to integrate core messaging and product to an audience of high-performing, successful millennials. Priority placement of double- BayStBull.com featured coverage Exclusive category partner at 30X30 page advertisement in Inside Newsletter inclusion launch party (approx. 700 people) Front Cover position Social media coverage and reporting Procurement and handing out of Double-page editorial in subsequent Digital site takeover Hennessy VSOP Privelège Award issue featuring event coverage Logo sponsorship on step-and-repeat, Sponsorship of 30x30 Hennessy branded invitations, menu, and other VSOP Privilège Award, given to KOTN marketing materials
C A L E N D A R
2020 EDITORIAL CALENDAR
PRINT DIGITAL EXPERIENTIAL
Spring February - April 30X30
With warmer temperatures
well on the way, our fashion
issue brings the best in style,
fragrance, and timepieces via Entrepreneurial Spotlight In this
expert interviews and beauti- weekly series, we profile entrepreneurs
ful editorial. Bay Street Bull's approaching the top of their game, and
third annual 30x30 guide is a ask them how they got there.
keystone feature, recognizing
Canada’s most promising talents Top Shelf A weekly highlight of our
who are inspiring the masses favourite beverages.
AD CLOSE March 20*
MATERIAL DEADLINEMarch 27* and influencing change.
MARKET IMPACT April 20*
Summer May - June POWER 50
Bay Street Bull's sixth annual
POWER 50 guide celebrates
Where to Take Your Clients MARCH
the people and companies
Looking for a place to close your next 30x30 Spring Bash
who are putting our nation on
the map. Featuring a diverse deal? Let ‘Where to Take Your Clients’
collection of entrepreneurs, be your guide to the most delectable
innovators, artists, athletes, spots in the city.
tech start-ups, and business
Society The most notable moments in
titans, this is the very best that
the country’s events calendar.
AD CLOSE May 15* Canada has to offer.
MATERIAL DEADLINE May 22*
MARKET IMPACT June 15*
Fall July - August FOOD & DRINK
Released during the Toronto
International Film Festival
(TIFF), we break bread and
Glorious Domestic Products (GDP)
discuss all things food, drink,
We believe in supporting quality, home-
and entertainment. Discover
grown products. Here, our regular highlight
the best places to dine in
of the best in Canada.
Canada, along with captivating
interviews and features that After-Work Special Our wind-down
speak to the culture of enter- recommendations are a great way to forget JULY
AD CLOSE July 24* taining and entertainment. about a grueling work day. Power 50 Summer Soiree
MATERIAL DEADLINE July 31*
Aug 24*
MARKET IMPACT
Women Who Lead
Bay Street Bull talks
Women's September - October WOMEN WHO LEAD to female business
A tribute to incredible female leaders about their life,
leaders, this issue showcases passions and how they
inspiring entrepreneurs, activists, became the best in
and trailblazers who are leading their respective fields.
Fall July - August
the way in the fight for diversity
and gender equality. Fashion also Test Drive We take the newest,
comes out in full force with Bay hottest wheels out for a spin in this
Street Bull's collection of beautiful regular auto-focused series.
apparel, stunning watches, and
KEY CALENDAR EDITORIAL HIGHLIGHTS
AD CLOSE Sept 18* luxurious fragrances just in time
MATERIAL DEADLINESept 25* for the fall season. January Interior Design Show
MARKET IMPACT Oct 19*
February Black History Month,
Valentine’s Day
Winter November - December INNOVATION
March International Women’s Day,
Mindful reflection and fresh St. Patrick’s Day
beginnings dominate Bay Street OCTOBER
Bull's winter issue, inspiring its April Summer Fashion round-up Women Who Lead Speaker’s Panel
readers to conquer hurdles and May Mother’s Day, Women in the World
Fall September - October achieve goals. Here, you’ll find a
guide to Canada’s most exciting June Father’s Day, Pride Month, Luminato
Contests and Giveaways
entrepreneurs and disruptors August Fall Fashion round-up Target engagement throughout
who are shaking things up. As various market segments,
September Back to School, TIFF,
well, look out for our gift guide get Bay Street Bull’s luxury
Elevate Tech Fest
AD CLOSE Nov 6* (The Upgrade), focusing on the lifestyle audience interacting with
MATERIAL DEADLINE November 13* best products and experiences October Small Business Week
Dec 7*
your brand or event.
MARKET IMPACT
to elevate your life. December The Upgrade
*Dates are subject to change to align with editorial content and campaigns. The changes will never exceed 14 days from the original date.
P A R T N E R S
P R I C I N G
PRINT RATES LIFESTYLE EVENT
Print ads 1X 2X(10%) 5X(20%) SPONSORSHIP
FULL PAGE $8,331.00 $7,497.90 $6,664.80 PACKAGE
DOUBLE PAGE SPREAD $13,331.00 $11,997.90 $10,664.80
INSIDE FRONT COVER $14,663.00 $13,196.70 $11,730.40
INSIDE BACK COVER $9,551.00 $8,595.90 $7,640.80
OUTSIDE BACK COVER $12,366.00 $11,129.40 $9,892.80
SCENT $9,884.00 $8,895.60 $7,907.20
2PG COVER GATE $16,017.00 $14,415.30 $12,813.60
IFC GATE $22,282.00 $20,053.80 $17,825.60
IBC GATE $14,242.00 $12,817.80 $11,393.60
Regional Advertising Rates Available Upon Request
PREMIUM - $15,000+*
Print Collaborations 1X 2X(10%) 5X(20%) EVENT ACTIVATION WITH AMBASSADORS ON SITE
BRANDED CONTENT IN PRINT
BRANDED CONTENT $8,935.00 $8,041.50 $7,148.00
EVENT ACTIVATION
DPS BRANDED CONTENT $13,696.00 $12,326.40 $10,956.80
PRINT/DIGITAL ADVERTISING
CUSTOM BRANDED INSERT (8 PG) $25,985.00 $23,386.50 $20,788.00
5 VIP TICKETS TO EVENT
CUSTOM BRANDED INSERT (16 PG) $38,345.00 $34,510.50 $30,676.00 BRANDING ON INVITES
LOGO AT EVENT
EVENT COVERAGE IN SUBSEQUENT ISSUES
DIGITAL RATES (DIGITAL/PRINT)
Site Takeover $1,237.00 /PER WEEK
E-Newsletter PER NEWSLETTER
SPONSORED NEWSLETTER $1,207.00
INCLUDES 2 BANNER ADS & BRIEF BIO
DEDICATED E-BLAST
YOUR EXCLUSIVE MESSAGE & 100% SOV $2,017.00
FOR CONTESTING, AND PROMOTIONS
Social Influencers SILVER - $10,000+*
INCLUDING EDITOR-IN-CHIEF AND CREATIVE DIRECTOR,
EVENT ACTIVATION WITH AMBASSADORS ON SITE
LANCE CHUNG, THE BULL WORKS WITH A GROUP OF
HANDPICKED SOCIAL MEDIA INFLUENCERS AVAILABLE BRANDED CONTENT OR PRINT/DIGITAL ADVERTISING
TO PARTNER WITH LIKE-MINDED BRANDS*
BRANDING ON INVITES
INSTAGRAM, FACEBOOK, TWITTER $1,522.00 /PER POST** PRINT/DIGITAL ADVERTISING
LOGO AT EVENT
INSTAGRAM, FACEBOOK, TWITTER $1,574.00 /PER 3 POSTS**
(STORIES, HIGHLIGHTS) EVENT COVERAGE IN SUBSEQUENT ISSUES
(DIGITAL/PRINT)
*Rates for appearances, photoshoots, and additional
paid amplification available upon request
**May vary on a case-by-case basis
Bay Street Bull's Social Posts
INSTAGRAM, FACEBOOK, TWITTER* $1,117.00 /PER POST
INSTAGRAM, FACEBOOK, TWITTER $1,123.00 /PER 3 POSTS
(STORIES, HIGHLIGHTS)*
*Rates for appearances, photoshoots, and additional
paid amplification available upon request
BRONZE - $5,000+*
Custom Branded Content (Baystbull.com)
PER POST EVENT ACTIVATION OR PROVIDE PRODUCT
400+ WORDS
(2 REVISIONS, 2+ IMAGES OR SLIDESHOW) $2,233.00 LOGO AT EVENT
EVENT COVERAGE IN SUBSEQUENT ISSUES
-400 WORDS $1,393.00 (DIGITAL/PRINT)
(NO REVISIONS, MAXIMUM 2 IMAGES OR SLIDESHOW)
*Price may vary.You can also read
