Marketing Communication strategy of Cirque du Soleil Case Study

Marketing Communication strategy of Cirque du Soleil - Case Study ExampleIn this paper I will examine the marketing talk of Zumanity, a furnish produced by the renowned Cirque du Soleil. I will review the effectiveness of the strategy employed with regards to the Awareness, Interest, Desire, Action model as advocated by E. St Elmo Lewis circa 1900.The Cirque du Soleil was born in Quebec, Canada in 1984 during the 450th anniversary of Jacques Cartiers arrival in Canada, founded by guy wire Laliberte. It is a spectacular theatrical delight, a combination of arts of the circus and street entertainment. The lay outs features original music, sweet acacia costumes, dramatic lighting and visual effects. However, in comparison to the traditionalistic circus it differs significantly in that it is an all(prenominal) human show with absolutely no animal involvement. (www.circusnet.info) From its beginnings in 1984 - 2003 the Cirque du Soleil grew rapidly and extensively, transforming fr om one show travelling circus to an international multi show production company. Significant elements including strategic European alliance with the Swiss Circus Knie, resident shows in Disney World Florida (La Nouba) and in Vegas (O), alliances with MGM-Mirage and Imax and both film and television productions. Cirque du Soleil productions intent all genres, however, there is a great emphasis on family audiences. (www.cirquedusoleil.com)2003 marked Cirque du Soleils 15th show. ... The fanciful thinking behind Zumanity had been in the piping since 2001, in collaboration with MGM-Mirage. Designed to be extraordinary, just as the circus had been reinvented 20 yrs previous, Zumanity was designed to reinvent the adult entertainment market in Vegas. Zumanity billed asAn edgy and provocative discovery of sensuality and eroticism (Canadian Congress of Advertising 2004).Zumanity is the first production to show an alternative side to Cirque du Soleil and its communication strategy essenti al to be exact in mold to achieve success with a carefully selected and targeted market. Key issues the company had to overcome are noted by Canadian Congress of Advertising (2004) image risk, social tolerance to sexuality and competitionZumanity was not what the traditional Cirque customer would expect, it was to be more dance orientated, smaller, sensual and erotic. Care would be of the essence to break the original brand would not be compromised.Zumanity is not simply another erotic show and the communication strategy needed to portray the message that it is resolutely sexy and astounding, while meeting Cirques high creative standards. Legalities and social considerations had to be accounted for. The direction thus for materials to show eroticism without really showing it.Marketing needed to be savvy. The media budget was $3.2 Mill in comparison to the major competitor at the time, Celine Dion who was launching her refreshful show, with a $10 Mill media budget.PEST analysis ha d to be carried out and important features such as the financial slump and impending Iraq war taken into consideration.Awareness, imagery and materials needed to be created and tickets sold beforehand the show actually existed.The Canadian