Promotion
Cirque du Soleil promotes its shows using a varied marketing mix, employing print, television, radio, public relations, and outdoor media. Cirque selects media partners in each of its markets, enabling its marketers to minimize costs, create long-term relationships with local players, and develop promotions adapted to the local community and culture.
In recent years, Cirque has taken advantage of Web-based advertising and now reaches customers through its online Cirque Club. In addition to receiving regular updates on Cirque activities, Cirque Club members have access to tickets before they are made available to the general public. Cirque Club now boasts 750,000 members, and Cirque du Soleil sells almost 15 percent of its tickets through its online activities.
Since its earliest days Cirque du Soleil has built sponsorship alliances with industry leaders such as IBM, AEP, BMW, Audi, American Express, Canon, Vodafone, CIBC, Garnier, and Bravo. Sponsors leverage their relationship through advertising campaigns and hospitality programs, which in return increases Cirque’s brand recognition in areas outside the reach of its in-house marketing activities.
