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.

Onsite presence at up to 30 colleges and universities across Canada

Storage & Distribution of up to 250,000 sponsor samples / coupons

Vendors, permits, signage, staffing, pack assembly, transport et al.

  • Fervent Events made the process very easy which really helped given the really tight turnaround and timelines for execution of our campaign. They were problem solvers, very proactive, focused and goal oriented. Fervent made the whole process quite seamless and regularly provided updates on how the project was moving forward. Fervent has a great team who really took the time to understand the campaign so they could provide the kind of spirit, engagement and enthusiasm that we wanted. I would definitely work with Fervent Events again.

    Pamela Gunn Manager, Consumer Marketing
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