How do you pitch a proposal to a sponsor when the world is completely upside down and undergoing a pandemic?

Christmas 2020 would have been the 25th anniversary at Toronto’s Elgin Theatre for Ross Petty and his team. Each year Ross and his team write and produce a family-oriented satirical holiday theatrical production. How do you do that in 2020 (and get sponsors) when theatres and everything else is in a lockdown? Yes, like so many others, you go virtual.

With Covid hitting, and in spite of it, they determined that the show must go on and created “There’s No Place Like Home for the Holidays”, a twisted sequel to The Wizard of Oz following Dorothy’s adventures returning from Oz just in time to be home for the holidays.

For the last 24 years, corporate sponsors have been key to funding these live shows. The 2020 virtual production was no different—sponsors were critical. Without a live show, sponsors had to understand the virtual platform and activation opportunities through a broadcast production versus a live stage performance. The team of actors rehearsed first on Zoom, then in a studio with all COVID precautions in place. Then they moved to the set and had a three-camera shoot against an LED wall and floor. As a result, there was lots of opportunity for sponsor integration.

Ross was able to bring on board and deliver value, experiences, and customized opportunities for a score of sponsors. Aviva Insurance, PC Financial, Price Waterhouse Coopers, Pattison Outdoor, and the Toronto Star took private virtual performances as a treat for their employees, clients, and families. The sponsors’ CEOs were offered an opportunity to shoot their holiday greetings at the top of the show and their videos were edited into their customized performances. As Ross noted, the silver lining in this shift from live stage to broadcast was that the production could be viewed by the entire country, whereas normally, it is only available at the Elgin Theatre in Toronto for a short run. This years’ production even went international as Aviva Insurance went beyond Canada's borders offering the show to its UK employees and their families.

Of course, for the sponsors and the production overall, there was a charitable alignment. Kids Help Phone was the charity of choice to share in funds raised. Access to the production was offered at a reasonable ticket price per household with a secure Vimeo link/password.

To me, Ross did more than “pivot” during COVID. He realigned, delivered his product, acquired sponsors, and delivered ROI while expanding his audience and reach by going virtual. This is the type of innovation and creativity we need in 2021 and beyond. Perhaps in 2021, Ross will produce a virtual production that folks across the country can experience, while also returning to the Elgin Theatre stage for live performances. Stay tuned! This is truly a 2020 sponsorship and event delivery success story in my books.

On a personal note, please remember to stay HIMPS! (Healthy, Isolate when possible, Masked, Physically distanced, and Safe!).

These are one person's thoughts. Yours are welcome as well. Please add your thoughts or comments to our blog by clicking here. Thank you for reading and your feedback.

Brent Barootes is the President and CEO of the Partnership Group - Sponsorship Specialists. You can reach him at brent@partnershipgroup.ca.He is the author of Reality Check: Straight Talk about Sponsorship Marketing.

Cover image photo by Tim Mossholder on Unsplash