YOUR Canadian Festival Exposing brands to over half a million people Customized Marketing through Sponsorship Support of an Iconic Canadian Festival

MAY 8 – 18 MAI 2020 The year 2020 marks the 75th Anniversary of the liberation of the Kingdom of the Netherlands and the end of the Second World War. This year also marks the 75th Anniversary of the very first Gift of from the Dutch Royal Family to all the citizens of Canada.

In the fall of 1945, in gratitude for the Canadian hospitality of the Dutch Royal Family, and to honour Canadian troops for their leadership in liberating their homeland, the Royal Family provided a gift of 100,000 tulip bulbs. The Kingdom of the Netherlands has presented Canada with 20,000 tulip bulbs every year since and for this special 75th Anniversary celebration the original gift has been repeated with another 100,000 Liberation75 Tulip Bulbs.

In the hands of the National Capital Commission, this gift has been transformed into over a kilometer of 300,000 fabulous tulip blooms in Commissioner’s Park near Dow’s Lake in that form the centerpiece attraction of the Canadian .

We invite you to celebrate this milestone Anniversary with us, and sponsor Ottawa’s longest-running, largest-attended festival. Expose your brand to 700,000 visitors from across the country and the globe, and help us welcome the world to the Nation’s Capital this spring 2020.

Sincerely,

Grant Hooker President Canadian Tulip Festival

Canadian Tulip Festival Sponsorship Opportunities | 2 Summary of Support

IPSOS Poll Chart, 2010

Canadian Tulip Festival Sponsorship Opportunities | 3 OBJ Book of Lists, 2019

Canadian Tulip Festival Sponsorship Opportunities | 4 Canadian Tulip Festival Sponsorship Opportunities | 5 Canadian Tulip Festival Sponsorship Opportunities | 6 Our History

During WWII, Canadian soldiers bravely battled the maternity ward in the Ottawa Civic Hospital in Europe, culminating in their becoming the to be extraterritorial. lead troops in the liberation of the Netherlands in 1945. During the war, then Princess Juliana In the fall of 1945, in gratitude for Canadian and her family fled to the safety of Canada. hospitality and, more importantly, to honour Canadian troops for their leadership in liberating their homeland, the Royal Family provided a gift of 100,000 Dutch tulip bulbs. The Kingdom of the Netherlands has presented Canada with 20,000 bulbs every year since.

In the hands of the National Capital Commission, the Dutch gifts have been transformed into over a kilometer of In 1943, Princess Juliana gave birth to her over 300,000 fabulous tulip blooms in daughter in Ottawa. To insure that the newborn Commissioner’s Park near Dow’s Lake. Princess Margriet was a natural born citizen of This forms the centerpiece attraction of the the Netherlands, Canada temporarily declared Canadian Tulip Festival.

Canadian Tulip Festival Sponsorship Opportunities | 7 The 2020 Canadian Tulip Festival - Current Planning

Hundreds of thousands of people this spring will experience the glorious National Capital Commission Tulip gardens in Commissioners Park. For 11 Days, from May 8 to May 18, 2020 the Canadian Tulip Festival will provide music, dance, art, shopping, storytelling, fireworks, flowers and fun!

The Heritage Pavilion - Our Roots Take a step back in time, and feel what it was like for Canada at the end of the Second World War, exactly 75 years ago. Set as a 1940’s era Canadian Train Station, the Heritage Pavilion will immediately transport our guests to a victorious and happy time in our history, welcoming home all those who left home to fight for freedom halfway across the world... and WON! The set up includes vintage railway station gear, trolley cars, vintage luggage, station signs and more.

Train Platform Photo Op Festival Guests will be able to have a professional photograph taken at the Heritage Pavilion’s East Side Train Platform. A 40 foot long photo backdrop of a steam train full of arriving soldiers, a wooden platform to stand on with your vintage luggage in front of a real 1940’s car.

Telegraph Station Sending and receiving in real time, the Heritage Pavilion will feature a real Telegraph station and telegrapher in era appropriate costume, along with a museum installation explaining the process they are seeing live.

Project ‘45 - Road to Liberation Canadian Research & Mapping Association (CRMA) will also be unveiling their “Project ‘45” to the world at next year’s Canadian Tulip Festival. This builds upon the work done for “Project ‘44” mapping the Battle of Normandy, and digitizing all the war diaries from 1939 to 1945. Festival guests will be encouraged to bring their family member’s information and see if the wonderful folks at CRMA can help them find them on the map and take them through their struggle for liberation.

Canadian Tulip Festival Sponsorship Opportunities | 8 The Tulip Pavilion - Our Flower A celebration of the Festival’s key attraction, the Tulip Pavilion offers visitors botanical and historical information on the tulip amid the ultimate tulip shopping experience. Information about the National Capital Commission’s planning and care of the surrounding Commissioners Park tulip beds will be mixed with curated tulip-themed arts and crafts. The festival’s own Tulip Boutique, with merchandise from cut tulips to logo themed apparel will be at the heart of this 2500 square foot clear-top tent. The Tulip Market Pavilion provides a fresh and floral shopping and informational breath of spring for our visitors.

Music & Tulips - Elegance in the Garden Commissioners Park comes to musical life with our Music & Tulips program organized in partnership with the award-winning “Music & Beyond” festival. Led by Ottawa impresario Julian Armour, the Music & Tulips Stage features a variety of 33 musical arrangements performed by top quality, truly talented musicians. The sound of the performance is broadcast throughout the era with the sound system piping Second World War era music between stage performances.

The Dutch Theatre Designed as small scale replica of a Dutch Home, The Dutch Theatre will host authentic recollections from World War II presented by guest family members along with short plays and dramatizations by professional actors. Meet the faces and hear from story-tellers, as they share the experiences of veterans and civilians from the Second World War era. Children’s presentations will account for a good portion of the dramatic performances.

The Tulip Boardwalk The Canadian Tulip Festival welcomes musical acts and street performers to the boardwalk near the Dow’s Lake Pavilion to welcome guests to Commissioners Park. Performances take place on weekends with audience seating on a closed section of Queen Elizabeth Driveway.

And SO much more!

• Art in the Tulips • Tulip Legacy Walking Tours • Tulip Boutiques • And the traditional Victoria Day Fireworks, the first warm-weather fireworks of the season. A major crowd pleaser!

Canadian Tulip Festival Sponsorship Opportunities | 9 2020 Celebrations ~ Liberation75 The year 2020 marks the 75th Anniversary of the end of Second World War and the liberation of the Kingdom of the Netherlands. The Canadian Tulip Festival, along with the Embassy of the Kingdom of the Netherlands, the National Capital Commission, and KLM Royal Dutch Airline, have just completed a national campaign to have 1.1 million Liberation75 Tulips bloom across Canada.

Each Liberation75 Tulip bulb will bloom for one of the 1.1 million Canadian soldiers who served in the Second World War. The program was initiated by a repeat of the original gift of 100,000 tulip bulbs from the Kingdom of th Netherlands, which led to the birth of Canada’s spring tradition in the nation’s capital.

Canadian Tulip Festival Sponsorship Opportunities | 10 Support Us

The Canadian Tulip Festival is a registered charitable organization supported by the municipal, provincial and federal governments, as well as the tourism industry, the corporate sector, and generous partners from the business world.

The Festival offers an opportunity to align your brand with a beloved, quintessentially Canadian event as Ottawa and Canada come out of their winter hibernation to celebrate the arrival of spring. Elevate your brand and demonstrate your community leadership by joining forces with a unique, non-profit, admission-free event. We look forward to working with you to make next year’s Canadian Tulip Festival the most memorable yet.

The sponsorship opportunities outlined are for cash contributors only, unless otherwise specified. Organizations looking to provide an in-kind sponsorships for other areas of the festival are welcome. The Festival will work with in-kind sponsors to create opportunities with an appropriate exchange in promotional value, but may not include on-site activation.

Canadian Tulip Festival Sponsorship Opportunities | 11 Our Reach In 2019, for 11 days in May, the 67th edition of the the world’s biggest tulip festival welcomed 700,000 visitors from around the world.

2019 By The Numbers

Over 1 Million 300 Artists and 100+ Activities 100+ Partner Tulips in Bloom Performers and Attractions Organizations

300+ Volunteers 700,000 Visitors Male 43% Female 57%

Europe & Othe r - 6% 30 28 Asia - 9%

25 24 23

20 USA - 12%

15 15

10 National Capital 10 Re gion - 55%

5 Canada - 18%

0 18-24: 10% 25-34: 24% 35-44: 28% 45-54: 23% 55+: 15%

National Capital Region - 55% Canada - 18% USA - 12% Visitor Age Asia - 9% Europe & Other - 6%

Website Properties Email Campaigns Facebook 1.7 Million Page Views 20,000 Emails in the 32 Million Paid Reach 400,000 unique users Festival Database 1.5 Million Organic Reach

Instagram Twitter 53,768 Reach 179,000 Reach 3,883 Followers 3,700 Followers

Canadian Tulip Festival Sponsorship Opportunities | 12 Our Media Plan

By supporting the Canadian Tulip Festival you’ll benefit from our historic reputation and international brand recognition across Canada and the globe. The Canadian Tulip Festival media strategy is a mix that includes digital, radio, print, social, and outdoor advertising with a total value of half a million dollars.

Your company could be a part of this signature media campaign.

National & International campaigns worth over $300,000

• Ottawa Tourism • Destination Canada

Local media campaign worth over $200,000

• Google Ad Network • Facebook & Instagram Advertising • Organic Social Media • Extensive outdoor postering Campaign • Local Radio

Canadian Tulip Festival Sponsorship Opportunities | 13 $50,000 Exclusive Heritage Pavilion Sponsorship

The Heritage Pavilion sponsorship provides the opportunity to align your brand with a strong and proud Canadian history at our Festival’s centrepiece attraction. This 2500 square foot tent offers guests a step back in time to the year of liberation in 1945.

With the look and feel of a war-time era Canadian home, Your Company’s Heritage Pavilion will feature exhibits that introduce visitors to the 75th Anniversary Celebrationof the liberation of the Netherlands.

Festival Guests will be able to have a professional photograph taken at the Heritage Pavilion’s East Side Train Platform. A 40 foot long photo backdrop of a steam train full of arriving soldiers, a wooden platform to stand on with your vintage luggage in front of a real 1940’s car.

The “Neighborhood Sacrifice Experience” provides a very personal glimpse into the impact the Second World War had on just one small section of our Nation’s Capital.

Extending a look outside our neighbourhood, the Canadian Research & Mapping Association (CRMA) will also be unveiling their “Project ‘45” to the world. This builds upon the work done for “Project ‘44” mapping the Battle of Normandy, and digitizing all the war diaries from 1939 to 1945. Festival guests will be encouraged to bring their family member’s information and see if the wonderful folks at CRMA can help them find them on the map and take them through their struggle for liberation.

Image: José Santos Canadian Tulip Festival Sponsorship Opportunities | 14 Benefits

• Your company name tied to the Canadian Tulip Festival’s Heritage Pavilion name for maximum brand alignment and exposure, with a promotional value over $200,000 and reaching over 15 million people through local and national exposure.

• Prominent branding and logo placement at the entrance to Your Company’s Heritage Pavilion.

• Heritage Pavilion staff to wear your company’s logos on uniforms, while they interact with our 700,000 visitors and international guests.

• Your company logo on the Canadian Tulip Festival website as a proud pavilion sponsor.

• Fully customized sponsorship package designed to meet your unique objectives, ensuring your company achieves sponsorship goals, including on-site activation and displays inside your company’s Heritage Pavilion.

• Speaking opportunity to address the audience at a special time in the agenda

• First right of refusal for 2021 Canadian Tulip Festival

Canadian Tulip Festival Sponsorship Opportunities | 15 $25,000 Exclusive Tulip Pavilion Sponsorship

The Tulip Pavilion is a celebration of the Festival’s key attraction. Hand-curated vendors offer visitors the ultimate tulip shopping experience. Our very own Tulip Boutique will be at the heart of this 2500 square foot clear-top tent, offering a beautiful display of fresh cut tulips available for purchase. Your company’s Tulip Pavilion provides a fresh and floral breath of spring to our visitors and aligns your brand with the fascination of the tulip and green-thumbs alike.

Benefits

• Your company name tied to the Canadian Tulip Festival’s Tulip Pavilion name for maximum brand alignment and exposure, with a promotional value over $100,000 and reaching over 7 million people through local and national exposure.

• Prominent branding and logo placement at the entrance to Your Company’s Tulip Pavilion.

• Tulip Pavilion Staff to wear your company’s logos on uniforms, while they interact with our 700,000 visitors and international guests.

• Your company logo on the Canadian Tulip Festival website as a proud Tulip Pavilion sponsor.

• Fully customized sponsorship package designed to meet your unique objectives, ensuring your company achieves sponsorship goals, including on-site activation and displays inside Your Company’s Tulip Pavilion.

• First right of refusal for 2021 Canadian Tulip Festival.

Image: Janna Glenn Canadian Tulip Festival Sponsorship Opportunities | 16 $20,000 2 Options Available: Vintage Victory Day Parade Sponsorship Victoria Day Fireworks Sponsorship

Vintage Victory Day Parade - Monday May 18, 2020 A recreation of a Victory Day Parade along Queen Elizabeth Drive which will include Vintage Military Vehicles, Big Band Performances and Authentic Swing Dancers. The public are encouraged to grab a flag, a handful of eco-friendly confetti and walk back in time to a victory for freedom and friendship. Your Company’s Vintage Victory Day Parade ensures your brand takes the leading role on one of the busiest days of the festival.

Victoria Day Fireworks - Sunday May 17, 2020 Sponsor one of the most well-attended events of the Canadian Tulip Festival, and receive significant exposure with your company’s Victoria Day Fireworks. A centerpiece of The Canadian Tulip Festival, our traditional Victoria Day Fireworks have delighted the crowds since our first festival 68 years ago in 1953. This soaring skyward is free to the public with viewing available at Commissioners Park and Dow’s Lake, and your company could be the one to present this professional pyrotechnic show to the Nation’s capital.

Benefits

• A promotional value over $80,000 and reaching over 5 million people through local exposure online.

• Your company name and logo as presenter of the Parade or Fireworks, tied to all promotional references and on-site signage.

• Your company logo on the Canadian Tulip Festival website as a proud event sponsor.

• Opportunity to distribute promotional items along the parade route or during the fireworks.

Image: Janna Glenn Canadian Tulip Festival Sponsorship Opportunities | 17 $15,000 2 Options Available: Music & Tulips Stage Sponsorship Dutch Theatre Sponsorship

The Music & Tulips Stage - Daily Commissioners Park comes to life with our Music & Tulips Stage program organized by the award- winning “Music & Beyond” festival. Led by legendary Ottawa impresario Julian Armour, the Music & Tulips Stage presented by Music & Beyond and your company features musical arrangements of incomparable quality, performed by truly talented musicians.

The Dutch Theatre - Daily Designed as a replica of a Dutch home, The Dutch Theatre will host actors, plays and storytelling from real veterans and their families. Meet the faces and hear from story-tellers, as they share the experiences of veterans from the Second World War. The Dutch Theatre presented by your company, features professional actors that will recreate stories from abroad to engage the crowd and give a realistic view of life during war times.

Benefits

• A promotional value over $60,000 and reaching over 2.5 million people through local exposure online.

• Your company name and/or logo, as presenter, tied to all promotional references and signage for the Music & Tulips or Dutch Theatre program.

• Acknowledgement of your company’s presenting status on stage at the opening and closing of each musical or theatrical performance.

• Your company logo on the Canadian Tulip Festival website as a proud stage sponsor.

Image: Janna Glenn Canadian Tulip Festival Sponsorship Opportunities | 18 $10,000 3 Options Available: Tulip Boardwalk Sponsorship Family Fun Zone Sponsorship Art in the Tulips Sponsorship

Tulip Boardwalk The Canadian Tulip Festival welcomes musical acts and street performers to WOW the crowd. Guests enjoy our Boardwalk Bands on the weekends along the Tulip Boardwalk presented by your company at Dow’s Lake, right across from the historic flower displays.

Family Fun Zone The Family Fun Zone provides families an opportunity to play together between the Tulip Beds. Featuring large-scale lawn games, face painting and Giant Tulip Painting on weekends. The Family Fun Zone presented by your company is a great chance to connect your brand with many families.

Art in the Tulips Art in the Tulips features local and regional artists creating gorgeous works of art among the stunning Tulip Beds. Canadian Tulip Festival guests will be charmed and awed by incredible skills as they watch artists create Tulip masterpieces from start to finish, right before their very eyes! Art in the Tulips presented by your company aligns your brand with the creative minds of artists and the spontaneity that the gardens provide that every visitor is sure to see and love.

Benefits

• A promotional value over $40,000 and reaching over 1 million people through local and national exposure.

• Prominent logo placement at the entrance to Your Company’s Feature Area

• Your Company Logo on the Canadian Tulip Festival website as a proud presenter of your chosen Feature Area. Image: Janna Glenn Canadian Tulip Festival Sponsorship Opportunities | 19 $5000 3 Options Available: Tulip Legacy Walking Tours Sponsorship Tulip Cup Regatta Sponsorship Tulip Bingo Sponsorship

Tulip Legacy Walking Tours - Daily A professionally guided tour through Commissioners Park, providing visitors with in-depth historical and horticultural knowledge on the different tulip varieties at the festival. Participants also learn about the incredible heritage of this Festival while visiting highlights such as the Queen Juliana Gift Bed, or the historic Man with Two Hats statue.

Tulip Cup Regatta - Opening Saturday, May 9, 2020, from 10:00 am – 12:00 pm. As Ottawa’s longest-running festival, located at Dows Lake & Commissioners Park, it is our pleasure to partner with another important piece of Ottawa’s history, the Ottawa Rowing Club. This year will mark the start of a new tradition, with the Ottawa Rowing Club’s Tulip Cup. This stake race will be held at Dow’s Lake Pavilion.

Tulip Bingo - Weekdays Back by popular demand, Tulip Bingo will be held daily in Commissioners Park, with a fabulous array of daily prizes from our fantastic Community Partners. Visitors can enjoy a fun day in the park, with this classic game of chance, while supporting the Canadian Tulip Legacy with a suggested donation of $2 per Playing Card.

Benefits

• A promotional value over $20,000 and reaching over 500,000 people through local exposure online and on site.

• Prominent logo placement at Your Company’s Feature Event

• Your Company logo on the Canadian Tulip Festival Website as a proud presenter of your chosen Feature Event. Image: Charlie Qian Canadian Tulip Festival Sponsorship Opportunities | 20 Benefits at a Glance Table

$50k $25k $20k $15k $10k $5k Sponsor Benefits Promo Value of Promo Value of Promo Value of Promo Value of Promo Value of Promo Value of $200,000 $100,000 $80,000 $60,000 $40,000 $20,000

PRE-FESTIVAL Co-branding of chosen venue or activity X X X X X X Website event, activity & sponsor listing X X X X X X Digital marketing, blog & newsletter inclusion X X X X Media release– inclusion X X

Select custom media campaign; X X

Social media posts– dedicated 6 6 4 4 2 1

DURING FESTIVAL Full page Official program - ad Full Page Half Page I/O covers Official program inclusion X X X X X X

Official on-site signage X X X X X X

On-site activation opportunity X X X X Invitation to media events, official launch, corporate events X X X X X X (non-ticketed)

POST FESTIVAL Event report X X X X X X

Canadian Tulip Festival Sponsorship Opportunities | 21 Julie Cole Festival Coordinator Sponsorships & Marketing Canadian Tulip Festival Direct: (613) 567-5757 ext.104 Email: [email protected] Website: tulipfestival.ca