Havana Cultura Festival

Service: Experiential Marketing

Various venues, Downtown Toronto

Vision|Co. developed a promotional program with the Havana Club brand of rum that would secure market dominance during and leading up to its key selling period - the fall season.

Vision|Co. worked with Havana Club® to create The Havana Cultura Festival, a four-day event located in the heart of downtown Toronto in the fashionable Queen Street West district. Each day featured a myriad of mini-events that showcased modern Cuban culture using a pseudo street festival with the community’s art galleries, restaurants and bars participating.  Festival goers were treated to live music by hot Cuban musicians Kumar and Telmary Diaz, cigar rollers and brand samples of the Festival’s signature cocktail, the Cuba Libre.  NOW Magazine, a weekly alternative print publication in the downtown GTA was a media sponsor and helped to raise awareness of the event in the press.

The Havana Cultura Festival was recognized by Havana Club top marketing executives as a valuable tool to leverage their brand and will now be an annual program for Corby Distilleries Ltd and the Queen Street West community.