Toronto Christmas Market - December 2 to December 18, 2011
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Toronto Christmas Market December 2 to December 18, 2011
2
2010 OVERVIEW
Last December, The Distillery Historic District played host to Toronto‟s first
authentic Christmas Market. The Christmas Market was styled after
traditional European Christmas markets that began in the early 1400‟s and are
now being held in many countries around the world.
The Market recreated and celebrated the romance and magic of Christmas. It
did not only appeal to Toronto residents and tourists, it created a personal
connection with them.
The 10 day event included an incredible layering
of compelling and extraordinary experiences and
activities.
Visitors of every age, ethnicity and faith were
enchanted by the rich ambiance and atmosphere.
The Christmas Market is not a religious event.
3
CHRISTMAS MARKET HIGHLIGHTS
• 1950‟s style lighting festooned over the streets
• A massive 40 foot Christmas tree decorated with over 18,000 lights
• Carollers, Choirs, Children‟s Story telling
• Hundreds of unique and local handcrafted products sold from European
styled wood cabins
• All the great boutiques, galleries and restaurants of The Distillery Historic
• District
• Rudolph's Reindeer Zoo and of course … Santa and his roaming elves!
• Specialty beer and mulled wine outdoor gardens
• European sweets and treats
• A ferris wheel
• A fairytale forest maze
• Outdoor fire pits
4
THE MAGIC
The Toronto Christmas Market experience is truly
a magical one…..
• The magic of the beauty, lights and romance
• The magic of the history
• The magic of reliving one‟s childhood that make the moments experienced
at the Christmas Market so special
The interaction is deep and memorable, as it is experienced with intense tastes,
sights, sounds and smells of the tradition of Christmas.
It is the magic that allows The Toronto Christmas Market to create deep
personal connections with its visitors.
5
DEMOGRAPHIC
Over 110,000 visitors attended the 2010 Toronto Christmas Market
• Families from all of GTA, Ontario and beyond
• Couples
• Single adults (after work crowd)
• Newborns to Octogenarians
6
MEDIA PARTNERS
• Citytv
• OMNI 1
• Toronto Star
• 680 news
• Fan 590
• Toronto.com
• Epoch Times
• Little paper
• Where Magazine
7
ATTRACTIONS & FEATURES
Forty Foot Christmas Tree
The forty foot high tree, located on
Trinity Street, was the focal point of
the Christmas market.
The Tree was decorated with
18,000 lights and ornaments. There
was a special lighting of the tree
ceremony on the opening night.
8
ATTRACTIONS & FEATURES
Magical Lighting
Magical lighting and décor displays created an incredible
traditional and romantic Christmas setting for visitors to
enjoy.
The streets and squares of the Historic Distillery were
transformed into a paradise of lights and colours, festive
sounds and seductive smells.
9
ATTRACTIONS & FEATURES
Vendors – Food & Shopping
The Toronto Christmas Market offered a unique atmosphere that brought together
Ontario's best- and most unique- craftspeople, artists and artisans, with an
international roster of world class vendors.
Visitors could shop for all kinds of Christmas merchandise and gifts, especially
traditional items such as crib figurines, wooden toy carvings, marionettes,
candles and lambskin and wooden shoes.
The European hot food specialties, sweets and treats added
authentic aromas and flavours to The Christmas Market. There
were German bakeries , Canadian pie makers, Oktoberfest
sausage, Raclette, and Charcroutte to name a few
10ATTRACTIONS & FEATURES
OUTDOOR HOSPITALITY LOUNGES
• Visitors revelled day and evening in
the outdoor hospitality gardens
• Incredible sensory experience with
Mulled wine, German beers and warm
Holiday spirits (e.g. hot toddies)
• Fire pits and Heaters
• And live music
11ATTRACTIONS & FEATURES
Stage Entertainment
The stage hosted many activities and
musical performances including
carollers, children's choirs, bavarian brass
band concerts, trumpeters, and more.
An outdoor seating area was created
around the stage.
12ATTRACTIONS & FEATURES
Roaming Fairytale Characters
Lively and lovely Fairytale Characters
roamed the Christmas Market day and
night. The Characters interacted with the
visitors, creating a entertaining and
amusing experience for all.
13ATTRACTIONS & FEATURES
Santa’s House & Forest Maze
Santa visited the Toronto Christmas Market
every day to take pictures with children and
find out what they wanted for Christmas.
Children were enchanted with the stunning
maze of trees which lead them to Santa‟s
House.
14ATTRACTIONS & FEATURES
Santa’s Elves Children’s Workshop &
Gingerbread House
Families and children loved the Santa‟s Elves Workshop where children
created ornaments, stocking stuffers, wrote letters to Santa and played with
the many traditional Christmas games available.
The workshop was one of the only indoor activities and was extremely busy the
entire time with over 4,200 visitors. The number
was limited because of the size of the space and
would have been much higher if the space could
accommodate.
Children were in awe by the children‟s life size
gingerbread house which was created and crafted
by Sweet Escape Patisserie.
15ATTRACTIONS & FEATURES
Rudolph’s Reindeer Zoo & Ferris Wheel
Visitors young and old enjoyed the
presence of The Christmas Market
live reindeer. Adults, children and
even dogs were impressed by their
massive antlers.
The Market Featured a Ferris Wheel
for people of all ages to enjoy a
romantic ride and view the lights of
the Christmas Market from a high
viewing location.
Both attractions were extremely
popular.
Message
16ATTRACTIONS & FEATURES
Children’s Story Telling
Children enjoyed the daily fairy tale story readings, read by fairy tale characters.
17OPENING NIGHT
The Canadian Tenors performed at the
official ribbon cutting ceremony on
opening night and stole the show.
The event was hosted by Frank Ferrigine
(aka Frankie Flowers) of Breakfast
Television, Citytv with special guests
including Santa Claus and the Christmas
Angel.
18SPECIAL EVENT
St. Nicholas Day
One of the highlights was the arrival of St Nicholas to celebrate St Nicholas Day,
which is celebrated throughout Europe.
St Nicholas arrived on a White Horse accompanied by his costumed attendants
and made his way along the brick lined streets of the Distillery District to the
stage.
St. Nicholas then opened his „Big Red Book‟, gathered children and lead everyone
in songs and stories.
19ADVERTISING
TV Partner: Citytv
• 112 thirty second advertisements on CityTV and Omni 1
• 50+ Citytv station ID‟s
Radio Partner: 680 News
• 680 News - 1,400,000 listeners (weekly)
• 92 - 30 second commercials
• 48 on air event calendar mentions
Q107 Radio:
• 80 + 10 second public service announcements
Outdoor Partner: Clear Channel Outdoor
• 15 second commercial spots on five minute loop at Yonge & Dundas outdoor
video screen for 14 days on the Clear Channel Outdoor billboard
20ADVERTISING
PRINT ADVERTISEMENTS
Toronto Star – Circulation 350,000
• 6 half page Ads - 1,450 lines
• 5 quarter page Ads - 400 lines
• 5 banner Ads - 161 lines
Postcity Magazine – Circulation 175,000
• 7 full page ads
Toronto Life - Circulation 175,000, 740,000 readership
• 1 full page
Now Magazine - 110,000 circulation
• 2 half pages
Where Magazine – 65,000 circ, 260,000 readership
• 2 full Pages
Epoch Times (circ TBC )
• 2 quarter pages English version
• 2 quarter pages Chinese version
The little paper 10,000 circulation
• Earlug on front cover (2X2)
• ¼ page ad
• 10,000 post cards inserted
See sample ad on page 27
21ADVERTISING
OTHER ADVERTISEMENTS
Hoarding -1 onsite billboard (estimated impressions 200,000)
40,000 postcards distributed throughout GTA and multiple Santa Claus
parades and holiday events (see sample on page 28)
1,000 posters distributed in GTA (see sample on page 29)
40,000 event site maps (see sample on page 30)
Mobile advertisements on Shop Dine Tour shuttle bus
• 7 signs
Online advertisements on Toronto.com, Parent Central and Olive
• 2,453,103 super button impressions
Tourism Toronto
• Advertisements on all of the Tourism Toronto holiday campaign marketing
22CHARITIES
DAILY BREAD FOOD BANK
• Toronto Christmas Market collected 1485 pounds of food for the Daily
Bread Food Bank, plus $660 in cash donations. In addition, Lowe‟s
contributed a $1,000 Lowe‟s gift certificate.
TORONTO STAR SANTA CLAUS FUND
• Toronto Christmas Market collected $2,600 to be donated to the Toronto
Star Santa Claus Fund
23WHAT WE ARE SELLING
Connect your brand along side …
• Timmy‟s first meeting with Santa
• Romance so rich John and Jenny decide to get engaged
• A place where Grandma cries because she feels she has been transported
back to the “old country”
• A place where families gather to truly bond with each other
• A place where virtually everyone is smiling and laughing
• A place so magical it makes you feel like a child again.
• A place that friends tell other friends to experience
242011 Toronto Christmas Market
SPONSORSHIP OPPORTUNITIES
2011 Event Dates: Friday December 2 to Sunday December 18, 2011
Attendance Target: 150,000
SPONSORSHIP LEVELS Title Sponsor
Presenting Sponsor (sold)
Main Stage Sponsor
Attraction Sponsor
Event Sponsor
Sponsorship levels begins at $10,000.
For information on sponsorship packages please speak to one of our sales
representatives.
25Example Sponsor Activation
Sponsors leveraged their brands while
creating compelling and complimenting
activations for visitors of the Christmas
Market.
26Toronto Life Ad
27Postcards
28Poster
29Wayfinding Map
30You can also read
