Cirque du Soleil Alegria

To celebrate the return of one of the biggest live entertainment in the city, we partnered with Cirque du Soleil Alegria to put on a once-in-a-lifetime performance and brought the production to literal new heights.
entertainment
media relations
Client
Cirque du Soleil
Date
March 2022
Industry
Entertainment

The ask

Cirque du Soleil redefined how the world viewed the Circus. After a short hiatus, Cirque du Soleil made its return to Vancouver on March 25, 2022 for 3 months at Concord Pacific Place with Alegría – a true classic reimagined in a new light. 

Cirque du Soleil turned to Front + Centre to drive ticket sales, create buzz around Alegria among both media and consumers alike, and help sustain a constant stream of chatter throughout the show’s run.

The problem

While Alegria’s return was enthusiastically welcomed by Vancouverites who had been longing for the return of entertainment and sports, the lingering effects of the global pandemic posed some challenges.

The shifting media landscape meant limited newsroom resources, a shrinking number of arts reviewers, and the disappearance of outlets that were once big promoters. Also, the financial pressures resulting from the pandemic meant that potential audience members were likely to hesitate on purchasing tickets, as Cirque shows are typically high-ticket items. 

Staging a large, live production during such an unforeseeable time meant that we had to stay close to the news and be ready to adapt to changes at a moment's notice.

The insight

Yes, the word had shut down, but intermission was over. With its unforgettable soundtrack, exciting acrobatics, surreal costume designs, vibrant sets and playful humor, Alegría joyfully touches the soul and lives up to its global reputation of quintessential Cirque du Soleil spectacle.

At the same time, The Big Top’s return to the same location (Concord Pacific Place) gave a sense of ‘return’ to normalcy and the easy access via transit and parking was a big plus. And with Cirque following all the local COVID restrictions, it provided its guests with peace of mind. 

In times of uncertainty, the arts can be a steadying force. We often turn to music, theater, and spectacle to connect to each other, and to find self-expression, insight, and escape. An uplifting immersive experience, Alegría whisked audiences away to a mystical world sprinkled with visual poetry and acrobatic extravagance at the perfect time.

The results

We were able to secure quality coverage in all key outlets including Global BC, CTV Vancouver, Vancouver Sun / The Province, and Daily Hive. Local influencers attended the show for the premiere and for influencer nights, sharing their experience on their social media channels.

123% new

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123% new

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim

123% new

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim

123% new

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim

"Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat."

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