Polar Ice Pride

Client: Polar Ice - Corby Distilleries Ltd. http://www.corby.ca/
Program: Pride Toronto Sponsorship Execution
Service: Experiential Marketing

Client Need
Create an activation plan to leverage Corby's gold sponsorship of Pride Toronto. Seamlessly integrate Corby's Polar Ice brand and maximize its exposure throughout all Pride Toronto activities.

Strategy

• Vision|Co. developed a three pronged strategy focused on In-Bar, In-Spirit Gardens, and In-Parade experiences
• Two weeks out, a Polar Ice Street Team of 20 Brand Ambassadors executed 6 strategically targeted In-Bar promotions building energy and excitement leading into Pride Toronto
• Over Pride Toronto weekend, our Brand Ambassadors coordinated the serving of Polar Ice product in two Spirit Gardens in the heart of Pride Toronto continuing to tell the brand story
• During the feature event of Pride Toronto, Vision|Co. created and executed the Polar Ice float in the Sunday afternoon parade

Results
Corby's was able to connect with an audience of over 1.1 million Pride Toronto attendees while gaining a tremendous amount of exposure before and during the celebration. Vision|Co. efforts, specifically in the Spirit Garden, increased Polar Ice sales 50% year over year.