Creativity a Must

Challenge

Cirque du Soleil wanted its Colorado engagements—both arena tours and big top shows—to not only drive ticket sales but also reinforce the brand’s reputation for creativity, community connection and inclusivity. With a wide variety of performances across the state, Cirque needed PR support that combined spectacle with consistent media engagement.Influencers have become a crucial communications channel for Cirque du Soleil, with FPC leading all efforts.

Solution

Fitzgerald Petersen Communications manages comprehensive PR for Cirque du Soleil throughout Colorado. We credential media, pitch and coordinate morning live shots, and secure advance coverage to build anticipation. Our experiential activations and influencer campaigns—including a surprise Union Station takeover with performers in full costume—delivered cultural relevance and digital amplification.  Our pulse on which influencer is providing the most crucial ‘what to do in Denver’ content, is included in all of our show promotions.

We also leveraged Hispanic media integration and cross-platform influencer partnerships, supported by real-time social listening and campaign optimization, to maximize reach and inclusivity. Partnerships are also a huge priority for Cirque du Soleil and FPC is their ‘boots on the ground’ agency to activate ticket trade and sponsorships that are meaningful for consumers.

Results

Cirque du Soleil’s Colorado runs have been featured across all major news TV networks, print outlets and radio broadcasts in each market, including Spanish-language media. By aligning ticket-sale KPIs with omnichannel amplification, we drove measurable conversions, increased engagement rates, and reinforced Cirque du Soleil’s status as Colorado’s premier cultural experience. In addition, FPC is constantly working with influencers with planning/implementation of influencer VIP events that result in exciting and ‘call to action’ social posts. Partnerships that FPC implemented provided backdrops for messaging about the shows, social media posts and events that translate to ticket sales.