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The Client

Gansevoort Hotel Group had finalized a deal to open a new hotel in
Las Vegas located on the strip, in partnership with Caesars Entertainment Group. Toronto International Film Festival (TIFF) 2013 would launch the new hotel in the Canadian market.

The Challenge

After the success of the underground and late night Goodnight Gansevoort pop-up of 2011, we needed to take a new approach. Also, with competition fierce for films and a new landscape of aggressive sponsorship deals being made, Siren would need to work hard to create a memorable event.

The Solution

Siren took over a nightclub with an outdoor pool area, reminiscent of the Gansevoort rooftop. We took out the old furniture and brought in new all white furniture, palm trees, and created outdoor cabanas for guests. The event had a contortionist, showgirls and a casino area. Not only did the event attract a “who’s who” of Toronto socialites, celebrities such as Kristen Wiig and Jason Momoa of Game of Thrones attended.

The Results

•54.6 million media impressions across Canada
• $202,288 in measured media value
• 176,000 social media impressions
• 30 media placements including BlogTO, CTV, Hello! Canada, MSN, National Post & Flare