Visit California and Brand USA tourism boards extended invitations to more than 40 industry partners to attend a special screening of 'Road Diary: Bruce Springsteen and The E Street Band' at the Red Carpet Suite during TIFF.

In true Hollywood fashion, WheelsUpNetwork had the opportunity to grace the red carpet and partake in the festivities alongside the legendary Bruce Springsteen. 

This industry event is a part of a broader fall campaign sponsored by Visit California:

Visit California Festival Street Activation

Visit California curated an engaging theme for the downtown street festival featuring iconic images and landscapes of the Golden State, including a VW Van for group photo opportunities. The festival attracted thousands of visitors during its display from September 5-8, allowing people to capture photos and also have a chance to win a trip to California!

Brand USA Sponsors Black Excellence Brunch

On September 9, TIFF's second annual Black Excellence Brunch was held at Soluna, presented by the Royal Bank of Canada and Brand USA. The event aimed to celebrate the achievements of Black leaders in the Canadian and international film industries during TIFF's 49th edition. This year's focus was on "The Rise of the Multi-Hyphenate," exploring actors expanding their roles to writer-director-producers. The panel discussion included Margaret Lewis, Steve Harris, R.T. Thorne, Carmen Thompson, and Zahra Bentham, with moderation by Joy Loewen, VP of Growth and Inclusion at Canada Media Fund, discussing how Black creators are diversifying storytelling to take ownership of their narratives.

Visit California Sponsors CANIFF Fashion Film Party

The Canadian International Fashion Film Festival (CANIFFF) is hosting its annual fashion film party, celebrating the fusion of fashion and film in conjunction with TIFF. This year, CANIFFF presented "New Muse" at Soluna in Toronto on September 9, 2024, offering an evening of glamour and creativity to connect industry partners. 

Sponsored by Visit California, the event featured a film set and a Hollywood star-style experience for guests to enjoy. The activation provided a photo vignette for guests, including media, actors, influencers, and film community members, encouraging them to take photos for a chance to win 2 round-trip tickets to California by sharing on social media and tagging Visit California.

Visit California Ultimate Playground Ad Spots

California's latest 'Ultimate Playground' advertisement has been featured during TIFF screenings, playing before films and digitally at various TIFF-screening venues. Additionally, static versions of the ad have been showcased in the TIFF newsletter and on Out-of-Home displays across Toronto during the festival.

By Kateryna Ivchenko