Luminato Festival Engages TORQUE Strategies To Elevate Corporate Partnership Program And Brand Marketing Strategy

Toronto, ON (May 21, 2014) – Luminato Festival and TORQUE Strategies today announced a partnership that will assist in energizing the Festival’s corporate partnership program and brand narrative. Luminato, Toronto’s world-renowned Festival of arts and creativity, brings together artists from across Canada and around the world for ten days of celebration and transformative artistic experiences. Together with TORQUE, Luminato will create innovative and creative corporate partnerships that are carefully stitched into the heart of the Festival experience, enhancing Luminato’s ability to engage the city and push the boundaries of the arts and cultural landscape in North America.

Luminato Festival’s strong track record of attracting exceptional talent, and international reputation as one of the world’s preeminent multi-arts festivals, positions the event as a force in the Toronto marketplace and beyond, attracting over 1,000,000 live and digital festivalgoers annually at nearly 200 events. Embracing its aspiration to celebrate creativity, Luminato Festival is adopting a bold new vision for growth and is working with TORQUE Strategies to bring the vision to life through a range partnerships. TORQUE’s approach to integrating consumer insights, research, and brand building through the power of narrative into sponsorship strategy development attracted the Festival to enlist their services.

“We are excited to partner with TORQUE Strategies to help us expand and diversify our partnership strategy,” said Janice Price, CEO of Luminato Festival. “We believe Luminato is a time, a place and a set of experiences where each of us can reconnect with the creative in ourselves – making the Festival a powerful platform, delivering a highly engaged audience to partners. TORQUE’s experienced team and unique approach to building partnerships aligns with our core vision.”

In only its eighth year of existence, the Luminato Festival has grown rapidly and represents a desirable consumer engagement platform for corporate Canada – which, when combined with creativity, can deliver significant return to partners. Corporate partnership and brand narrative go hand-in-hand. Recognizing and leveraging the interdependence between the two creates a compelling platform to drive growth for both property and brand.

“Working alongside the Luminato Festival aligns seamlessly with our values and passion to positively impact our community,” says Bart Given, Managing Partner and Chief Innovator at TORQUE Strategies. “Each year, the Festival pushes the limits of creative thinking and we at TORQUE believe that when this same level of creativity and innovation is applied to partnership, you not only build your own brand, but you have the power to elevate your partner’s brand to new heights. Putting the audience at the centre of the strategy will be key for the Luminato Festival to enhance the consumer experience and deliver meaningful local and national engagement opportunities to their partners.”

Learn more about this year’s Festival and to find an events schedule running from June 6 through 15 here.


Through the creative application of market insights, data, strategy and brand building, TORQUE Strategies is changing the way marketers approach sponsorship. TORQUE believes in the power of Storybuilding™ to put your consumer at the centre of your brand story and create meaningful connections between brands and consumers while harnessing loyalty, passion and ritual.

Proven. Precise. Performance Driven.

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Luminato Festival is Toronto’s international multi-arts festival for people open to having art change their outlook on the world. For 10 days each June, Luminato Festival transforms Toronto’s theatres, parks and public spaces with hundreds of events celebrating theatre, dance, music, literature, food, visual arts, magic, film, and more.

Luminato Festival is a charitable, not-for-profit, cultural organization whose vision is to commission and present significant local, national, and international programming that reflects Toronto as a crossroads of ideas, cultures and traditions. Now in its 8th year, Luminato Festival has become one of North America’s leading arts festivals. The Luminato Festival runs June 6-15, 2014.