The Brand
Toronto Star is a newspaper founded in 1892 dedicated to bringing Canadians the top news stories every day of the week.
Fervent Events assembled a team of energetic brand ambassadors to do a sampling campaign for the Toronto Star at various universities across Ontario.
Sampling & Promo Reps
The Toronto Star is always seeking new partnerships and streams of revenue. Fervent Events proposed an opportunity for Star advertisers to provide samples (or coupons) for distribution at colleges and universities as part of one cohesive pack. The pack strategy would provide Star advertisers reach to the student demographic at 30% the cost of operating independently. Toronto Star would charge a premium for brand participation.
University Sampling Campaign
Fervent Events assembled a team of star brand ambassadors to sample the promo packs at Frosh week events in Ontario.
Following the success in 2012 at 10 schools, the program grew to 30 schools nationwide involving 20 sponsors in 2013 & 2014.
The Results
The three years of execution have produced numerous positive results with some selected highlights below:
- $25 million of product distributed at 30 events in 2014.
- 19% of students familiar with the program, remembering from previous years.
- 2-5% redemption rate for partners providing coupons.
- 100% of partners considering the program value for money.
