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#1 Campaign in Finance · September 2026
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#1 Campaign
Finance · September 2026

TIFF’s Pop-Up Economy

PR Campaign
Wednesday 19th August, 2026

Visa used its long-running TIFF partnership to spotlight the festival’s economic impact, publishing data showing local small-business and overall TIFF Zone spending rose 10% in 2025. The campaign linked the festival to a wider “pop-up economy”, supported by visitor-spending figures and Visa-led ticket access and experiences.

Why it worked: It piggybacked on a tentpole event with exclusive, time-bound spending data, reframing TIFF as a measurable local-economy story, not just culture.

The lesson: Consider timing your pitch to a big event and release proprietary, location-specific spend or footfall stats that quantify unexpected local impact.

Visa Toronto International Film Festival
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