TIFF12: Behind the scenes at TIFF

On the eve of TIFF ’12, the busiest time of year on the fourth floor, the building is abuzz with phone calls, scheduling, organizing, and the inevitable rescheduling.  With visions of
red carpets and fabulous parties in our dreams, during the day, the rock-it promo team is running on pure adrenaline, and loving every minute of
it! Today, we give you an inside look at some of the awesome events that we’re working on for this year’s
festival because, as busy as we are, this is also the most
exciting time to be a publicist in Toronto.

On opening day, we’re starting off on the
right foot with a shopping event to coincide with Fashion’s Night OutRAC Boutique is hosting its second annual
Bazaar which promises an amazing shopping experience. Held in the historic Burroughes
building on Queen Street West, The Bazaar will feature vendors from across Toronto who
have joined forces to offer the best of the city’s fashions to the public. 

While some of us will be helping Toronto’s most fashionable, others will be at the
Drake Hotel to celebrate the launch of TIFF with a blow-out bash sponsored by Stella Artois and Sailor Jerry. Bring your
inner rock star and take advantage of free tattoos and hair cuts from the
Sailor Jerry Airstream and party along to performances by indie
superstars Still Life Still and Dinosaur Bones before The Darcys headline the main stage.

The Darcys
Image Source

From
September 10 to 12, we’ll be working at
the third
annual 
Festival Music House, a three night concert taking place at the Mod Club. This invite-only,
intimate concert series provides a platform for both seasoned and
up-and-coming Canadian acts including
Kathleen Edwards, Wintersleep, Yukon Blonde, Young Empires and Down With Webster.

Down With Webster
Image Source

We’re also representing some all-star Canadian talent, including Jian Ghomeshi, Emily Hampshire, Saad Siddiqui and Jonas Chernick.  We’ll be escorting clients down the red carpet at events while juggling with
interview requests, movie screenings and late-night parties.

The girls of the fourth floor will also be seen nightly at Soho House Toronto, as it acts as host to some of TIFF’s hottest parties. The evenings feature signature cocktails from Grey Goose, great music and a chill vibe, making it a hotspot for visiting talent.

With all this on the go (and more!), being a publicist  is kind of reminiscent
of being a Girl Scout; we always have to be prepared. There’s a constant checklist running through
our brains and here are some items/life-savers that you can find in our
cutest (yet most functional) purses (cross-strap, natch) at any time from September 6 to 16:

  • A pair of squishable flats
  • Pens/hi-lighters
  • Cell phone and charger
  • Extra cell phone!
  • Vitamins
  • Water
  • Hair elastics
  • Gum 
  • Band-aids
  • Energy bars, snacks and Redbull
  • Lip gloss
Stay updated throughout the
festival by following our Twitter hashtag
#rockitTIFF. We’re ready for you, TIFF 2012! 
Here’s to the start of a wonderful 11 days full of hard work, a bit of glitz, a dash of glam, tired
feet, late nights, and a whole lot of fun!



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Yum, yum: Our favourite ways to drink beer

Admittedly, most of us weren’t the biggest beer fans until we became well acquainted with various university beer promos: Toonie-Tuesdays at the campus bar, beer pong tournaments and $25-four-litre pitchers at an infamous Toronto pub. Beer used to be a means to an end, but years of enjoying this beverage have led to true love of that refreshing combination of hops, barley and bubbles.

Here are some of our favourite ways to consume brewskis, with a summer spin:

The Beergarita
A lovely combination of lime, tequila and Mexican beer that is delightful when enjoyed on a patio.

1 can frozen limeade
1 pint tequila
3 to 4 Corona (or other similar beers)

Combine one cup of tequila with three to four beer in a large pitcher. Stir in limeade and serve over ice with a slice of lime and dash of salt. Mmmmm. 

The Beer Float
Josh Rubin of The Toronto Star opened our eyes to the possibility of beer as a dessert beverage. It’s a tasty, sweet snack that’s perfect for a warm evening. 

Vanilla ice cream
Dash of maple syrup
1 bottle Rickard’s Dark (or other flavoured beer – we are keen to try the Nickel Brook Apple Pilsner with a scoop of vanilla and dash of cinnamon, and Mill St. Coffee Porter with a scoop of chocolate).

Toss a scoop (or two) of ice cream in a tall glass. Slowly pour in beer and add maple syrup to taste. Best enjoyed with a spoon. Whipped cream optional.

The Ice Cold Pint

This one is pretty self-explanatory. Head to your favourite pub, patio or bar, grab some pals and down a frothy glass of your favourite brew. Top picks: Alexander Keith‘s, Mill St. Lemon Tea, Steam Whistle and Stella Artois.

Photo courtesy of http://www.guardian.co.uk 

Bonus points for appropriately branded glassware and a smooth pour.

Bottoms up!