Marketing Communication strategy of Cirque du Soleil - Case Study Example

In this paper I will examine the marketing communication of Zumanity, a show 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 Cartier's arrival in Canada, founded by Guy Laliberte. It is a spectacular theatrical delight, a combination of arts of the circus and street entertainment.

The shows features original music, flamboyant costumes, dramatic lighting and visual effects. However, in comparison to the traditional circus it differs significantly in that it is an all 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 from 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 target all genres, however, there is a great emphasis on family audiences. (www.cirquedusoleil.com) 2003 marked Cirque du Soleil's 15th show. . The creative 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 as;"An 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 needed to be exact in order 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 competition;Zumanity 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 ensure 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 Cirque's 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 new show, with a $10 Mill media budget.

PEST analysis had 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 before the show actually existed.The Canadian