Carnival Oasis

CLIENT:

The Well Connected - A Sponsorship Relations Agency

PROBLEM:

During Toronto Caribbean Carnival weekend, there had historically been no centralized, high-touch space for international talent, influencers, media, and tastemakers to experience Carnival culture while engaging with brands in a premium, intentional way.

While Carnival drew global attention, brand activations were fragmented, influencer gifting lacked cohesion, and visiting talent had no elevated environment to recharge, connect, and experience Caribbean culture beyond the parade route.

Internally, The Well Connected had already developed sponsorship and activation decks outlining a vision for a luxury, Caribbean-inspired gifting and brand experience. However, there was no existing platform in the market that merged:

Cultural authenticity
Influencer and media access
High-value brand activations
Measurable post-event impact

The opportunity was clear, but the infrastructure did not yet exist.

SOLUTION:

The Well Connected, along with its partner Geneus Creative, created, produced, and scaled Carnival Oasis, Toronto’s first Caribbean-inspired, invitation-only influencer gifting suite, strategically timed during the Toronto Caribbean Carnival weekend.

From 2022 through 2024, Carnival Oasis functioned as:

A destination experience for international and local talent
A brand-safe, high-touch activation environment
A content and media engine during one of Canada’s most culturally significant weekends

Each year, The Well Connected & Geneus Creative:

Designed and executed multi-brand activations across beauty, fashion, food, beverage, wellness, tech, and travel
Curated guest lists of influencers, talent, artists, media, and tastemakers with measurable reach
Produced branded environments that encouraged organic content creation
Managed sponsor onboarding, product distribution, activation flow, and post-event reporting

The result was a repeatable, scalable sponsorship platform that elevated Carnival culture while delivering real ROI and ROE for brand partners.

RESULTS:

The Well Connected & Geneus Creative created, produced, and scaled Carnival Oasis, Toronto’s first Caribbean-inspired, invitation-only influencer gifting suite, strategically timed during Toronto Caribbean Carnival weekend.
From 2022 through 2024, Carnival Oasis functioned as:
• A destination experience for international and local talent
• A brand-safe, high-touch activation environment
• A content and media engine during one of Canada’s most culturally significant weekends
Each year, The Well Connected:
• Designed and executed multi-brand activations across beauty, fashion, food, beverage, wellness, tech, and travel
• Curated guest lists of influencers, artists, media, and tastemakers with measurable reach
• Produced branded environments that encouraged organic content creation
• Managed sponsor onboarding, product distribution, activation flow, and post-event reporting
The result was a repeatable, scalable sponsorship platform that elevated Carnival culture while delivering real ROI and ROE for brand partners.

Carnival Oasis — Impact to Date (2022–2024)

Cumulative totals across all Carnival Oasis executions:

Total Attendees:

750+ influencers, talent, media, and tastemakers
Total Brand Partners:

90+ brand partners across beauty, fashion, beverage, wellness, tech, food, travel, and lifestyle
Total Activations:

60+ branded activations (interactive stations, experiential installs, sampling moments, and immersive brand touchpoints)
Total Media Placements:

40+ earned media mentions and features across digital, broadcast, and social platforms
Total Impressions:

2.5M+ estimated impressions (organic social, earned media, and brand reposts)
Total Reach:

3M+ cumulative audience reach across influencer networks and media coverage

(Metrics compiled from internal wrap reports, post-event analytics, and brand partner reporting, including 2022 confirmed projections.)

TAKEAWAYS:

Strategic Takeaway

Carnival Oasis proved that culture-first experiences, when executed with structure, intention, and strong brand alignment, could deliver both meaningful engagement and measurable results.

What began as a solution to a market gap became a flagship activation model, demonstrating The Well Connected’s ability to: