TIFF’s the time for gift-giving

It’s not just about films, it’s about gift bags and gift lounges

Essentials Lounge for Media gift bag by Esther Garnick PR and Ra Sun Spa

Apart from overloading on amazing films, The Toronto International Film Festival (TIFF) is the best time for celebrity spotting. And when there’s celebrity, there’s PR and marketing opportunity. That’s why in every red carpet event, there’s tons of swag to be had if you’re a star. Yes, swag—freebies given to can-totally-afford celebs by companies hoping to get some endorsement fairy dust sprinkled on their brands.

Somehow it doesn’t really seem fair for us plebs who only get to “Ooo and Aaah” at these amazing products draped on Hollywood taste-makers. You can look but you can’t touch. You can, however, get it if you feel in-lust but it certainly won’t be free.

Fairness aside, gift bags and gift lounges are festival musts—and they’re clearly here to stay.  From Liberty Entertainment Group’s ET Canada Festival Central Bag loaded with L’Oreal make-up, Stella Artois chalices, and more to NKPR’s IT Lounge, where stars can nab the latest from Dagmar, Fila, et alii while improving the lives of Haitian children through Artists for Peace and Justice.

This year, however, celebs are not the only ones coming home with party favours. Esther Garnick PR and host location Ra Sun Spa are thrilled to announce the first Essentials Lounge for Media on September 7, 2010. Garnick and partners are giving some VIP treatment for hard working journalists, who hurry-up-and-wait at red carpet shindigs.

“We were thinking about how we can maximize the experience for journalists during this film festival,” says Garnick.

The one day event will treat media with aesthetic services courtesy of Ra Sun Spa, hair consultations and styling products courtesy of John Frieda® hair care and Canadian Creative Consultant Alain Larivée.

“We just feel that this is a time when journalists need to get pampered because they hardly have any time to rest and it’s very stressful. Everything in this gift bag is really useful for this 10-day push,” Garnick continues.

The loot also includes Essie Nail Polish, The Socializer by Elizabeth Grant Skin Care, footwear-care by ECCO, and Vitamin Water "Essential Orange" Vitamin C enriched drink.

“Next year, I think we’ll try to get a flip-flops sponsor—everybody will need one at the end of an 18-hour day.”

TIFF will take over Toronto from September 9 to 19 2010 with 339 films, 112 of which are world premiers. For more information on films or the festival schedule, visit www.tiff.net.

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