CHALLENGE: Cirque du Soleil is the category leader in the live entertainment industry. They’ve created such a diverse portfolio of resident and traveling shows but they did not have a way to show them to the Travel Trade. They came to HEILBrice to develop a solution that shows the incredible diversity of their offerings to the media, strategic partners and travel trade both domestically and internationally.
SOLUTION: We created a marketing platform that showcases each individual shows diversity, and also established a marketing platform: Destination Imagination. It showcases each resident show that includes beautiful photographs of signature scenes, thematic descriptions, and seating charts. It would be used by 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. Destination Imagination soon expanded to an iPad App and an Online training Course.
- Project Development and Management
- Asset Creation and Management
- Mobile Application Development; design, UX-UI
- Online training
- Video consolidation for all shows
"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."
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.
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.