LUMINATO LAUNCHES MULTI-CHANNEL MARKETING STRATEGY

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					For Immediate Release


       LUMINATO LAUNCHES MULTI-CHANNEL MARKETING STRATEGY

TORONTO, {April 16, 2008} – Luminato - Toronto Festival of Arts & Creativity has launched a
comprehensive marketing campaign, complete with an integrated interactive marketing program.
This year’s festival, running June 6-15, features a new website with full festival details.

Mary Pompili, Luminato’s Vice President, Marketing & Communications, describes Luminato
2008’s marketing strategy as “a fully integrated, multi-channel marketing communication plan
that includes print, outdoor, broadcast, cinematic, online, direct mail and mobile, and is designed to
build awareness and understanding of Luminato, and ultimately to encourage attendance at the
over 100 free and ticketed events planned for this year.”

The overall festival brand creative for the 2008 edition was created by The George Partnership
International Inc. and has been designed to appeal to a broad cross-section of people, engaging the
devoted arts patron while at the same time connecting with the general public. Gerald George,
CEO and Creative Director of The George Partnership International Inc., says their goal is to
“create a brand language that clearly defines and projects the experience of world-class creativity
and performance in the arts as only Luminato can deliver.”

Endeavour Marketing has been commissioned to develop Luminato’s advertising, including print,
outdoor, radio, television and cinema production as well as media planning this year. “We are
proud to be associated with a true arts pioneer and play a role in continuing to make Toronto a
world renowned cultural centre”, said Barry Avrich, President, Endeavour Marketing.

Expanding its interactive marketing campaign this year, Luminato is developing a presence on
various online social networks, such as YouTube, MySpace, Facebook and Blogger. Using these
free, highly popular social networking sites, Luminato aims to reach young, tech-savvy audiences
by inviting them to interact with the festival on an informal, personal level, year-round.

Recognizing that mobile devices are rapidly becoming the most important source of digital
communication and content delivery, Luminato’s interactive marketing initiatives include a mobile
marketing campaign consisting of mobile alerts, contests, and interactive voice recordings (IVRs).
At event and installation venues throughout the festival, patrons will be invited to text to receive a
voice recorded message from the artist or curator on their mobile device which will explain the
exhibit or show they are viewing.

www.luminato.com is a key element in a multifaceted, multi-tiered interactive marketing strategy
for the festival. The site is user-friendly, experiential, fully transactional, and provides multiple
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access points to events through a simple visual navigation. During the festival, visitors can share
their Luminato experiences by posting their photos.

Pompili, who reigns from a luxury marketing background – her role prior to Luminato was Vice
President of Marketing at Holt Renfrew – joined Luminato in December of 2007, and emphasizes
the similarities between marketing an arts festival and marketing a luxury brand, “At the core of
any successful luxury retail marketing campaign is the creation of an emotional connection with
your audience. It’s about establishing the desire for an experience. Luminato is a full spectrum of
experiences, ranging from a day with the family, sitting outside enjoying a free concert, to a night
out at the ballet. The diversity and accessibility of these experiences simply needs to be
communicated.”

To see examples of Luminato’s interactive marketing initiatives, visit www.luminato.com

For media inquiries regarding Luminato, please contact:

      Laura Erika Barron
      Public Relations Coordinator
      lbarron@luminato.com (416) 368-3100 ext. 242

      Bill Bobek
      Director, Communication & Media Relations
      wbobek@luminato.com (416) 368-3100 ext. 246

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      ABOUT LUMINATO
      For 10 extraordinary days in June, the vibrant city of Toronto’s stages, streets and
      public spaces are illuminated with arts and creativity. Luminato is an annual
      multidisciplinary celebration of theatre, dance, classical and contemporary music,
      film, literature, visual arts, design and more. Luminato 2008 is June 6-15.

      For more information on both free and ticketed Luminato events, including dates,
      locations and schedules, visit www.luminato.com. Tickets will be available in April
      2008 through all Ticketmaster outlets (call 416-872-1111 or visit
      www.ticketmaster.ca).

      The Festival’s first donors, called Founding Luminaries, were vital to the visioning
      and success of the inaugural Festival and establishing a world-class annual celebration
      of arts, culture and creativity. The Festival’s Luminaries ensure Luminato continues
      to present Canadian and World premieres, innovative new work and unexpected
      collaborations that result in memorable moments of artistic excellence.

      Luminato gratefully acknowledges the generous support and vision of its Luminaries;
      corporate sponsors, particularly our presenting sponsor, L’Oréal; our dedicated
      government partners, especially the Government of Ontario, the Government of
      Canada through the Department of Canadian Heritage, and other supporters.

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Founding Luminaries – Mohammad and Najla Al Zaibak, Charles and Marilyn
Baillie, Avie Bennett, Helen Burstyn and David Pecaut, Kate Alexander Daniels and
David Daniels, Joan T. Dea and Lionel F. Conacher, Ian and Kiki Delaney, John
Donald and Linda Chu, The Duboc Family Foundation, Margaret and Jim Fleck,
Linda Frum and Howard Sokolowski, Kevin and Roger Garland, Anthony and Helen
Graham, Lucille and Urban Joseph, Michael and Sonja Koerner, Chetan and Clara
Mathur, Judy and Wil Matthews, Robert and Cheryl McEwen, Pierre L. Morrissette,
Sandra and Jim Pitblado, Jonas and Lynda Prince, Richard Rooney and Laura
Dinner, The Slaight Family, Marisa and Edward Sorbara, Larry and Judy
Tanenbaum, and Robin and David Young.

Luminaries – Tony and Anne Arrell, David and Stacey Cynamon, Lonti Ebers and
Bruce Flatt, The Ira Gluskin and Maxine Granovsky Gluskin Charitable Foundation,
Jay and Barbara Hennick & Family, Joan and Jerry Lozinski, Joseph Mimran and
Kimberley Newport-Mimran, David and Audrey Mirvish, Nancy Pencer, and Geoff
and Megan Smith.

Founding Corporate Luminaries – BMO Financial Group, Ivey Foundation,
MacLaren McCann, Manulife Financial, RBC, St. Joseph Communications, TELUS,
and Tourism Toronto.

SuperNova Program Development Fund – Margaret and Jim Fleck, Rob and Cheryl
McEwen, Sandra and Jim Pitblado, and Gretchen and Donald Ross.

Luminato 2008 Sponsors – L’Oréal, TELUS, CTV, The Globe and Mail, Cineplex, St.
Joseph Communications, BMO Financial Group, OLG, National Bank Financial,
Manulife Financial, Toronto Star, Scotiabank Group, Toronto Life, The Weather
Network, Mill Street Brewery, and Four Seasons Hotel Toronto.

Government Partners – The Government of Ontario, the Arts Presentation Canada
program of the Department of Canadian Heritage, Tourism Toronto, The Ontario
Trillium Foundation, Ontario Cultural Attractions Fund, Canada Council for the
Arts, the Ontario Arts Council, and the British Council.

Corporate Supporters – The Boston Consulting Group, Endeavour Marketing, The
George Partnership, MyThum Interactive, PricewaterhouseCoopers LLP, Stikeman
Elliott LLP, Strategic Counsel, and ThinData.

Foundations
J.P. Bickell Foundation, Hal Jackman Foundation, The McLean Foundation, Sidney
Lee Dream Foundation, Inc., and the Toronto Community Foundation.

This list represents commitments as of April 11, 2008. Additional Luminaries,
sponsors, government partners, and individual donors will be announced shortly.




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