Cirque du Soleil is the category leader in the live entertainment industry. With more than a billion dollars in revenue annually, the company operates resident shows in Las Vegas as well as a group of shows that tour the world continually.
In spite of their creative dominance, they did not have a way to show the incredible diversity of their offering to the Travel Trade both domestically and internationally. They engaged us to help them develop a way to do that. Our solution: Destination Imagination. A comprehensive collection of every show that includes photography, written descriptions, video trailers and even venue seating charts.
HEILBrice was challenged to develop a tool that would focus on three core areas of opportunity: travel trade, media and strategic partners with special emphasis placed on the travel trade industry. It would be used by the Cirque du Soleil sales and marketing team as a tool to help build sales presentations that meet company brand and communication standards to sell the shows, as well as position the destination appropriately. The comprehensive sales manual would then be implemented throughout North America and around the globe in key international markets. Destination Imagination even became a coffee table book produced in limited edition for VIPs around the world.
We urged Cirque du Soleil to look at this project as a collection of digital assets that could be deployed in any number of ways. So far, in addition to the main book, we’ve crafted an iPad app for sales representatives and an online training program for travel professionals and concierges. We have also been able to update and adapt the content as shows have been removed and added to the lineup.
"The success of any marketing tactic is based upon sound strategy and flawless execution. HEILBrice is one of the few agencies that understands the importance of marrying the destination with the experience in both a creative and impactful way. In addition to delivering the end product in seamless processes and on budget."
- Project Development and Management
- Asset Creation and Management
- Mobile Application Development; design, UX-UI
- Online training
- Video consolidation for all shows