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October 2008 - Strategy Magazine
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Virgin island

by Annette Bourdeau
page 54

Ah, V Fest. An annual celebration of music, Virgin Mobile, Sir Richard Branson and, of course, sponsorship activations.

Strategy hit Toronto Island to once again review which brands clicked, and which missed the boat. We had some fun, too - we even got to sit one table over from Sir Richard himself backstage at the Bacardi B-Live tent.

Speaking of Bacardi, it once again had the biggest brand presence at the festival aside from Virgin. There were always dozens of people lined up to get inside the B-Live tent to see big names like Moby and Deadmau5.

Competition for festival-goers' attention was fierce. Here's a roundup of what stood out and what, well, didn't.

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