Cirque du Soleil: Varekai

Conducted by: SRW & Associates

Executive Summary and Background
SRW & Associates, lead by Susan Arp and Susan Williams, was chosen to
represent Cirque du Soleils arena tour Varekai. The world-renowned
performance group took the stage at Thompson-Boling Arena April 9-13,
2014. SRW & Associates began organizing a strategic communication plan
and promoting the tour in January of 2014. The campaign goal was to sell
out each Varekai showing by reaching the target audience through key
media.
Before implementing the communication tactics, SRW & Associates
completed a market overview. This included: target areas, key media,
competition, opportunities and publicity opportunities. SRW pitched and
coordinated media placements, distributed press materials, tailored marketspecific stories, oversaw media interviews and served as the local PR
representative at Cirque du Soleil events.
Overall, the communications plan was successful in reaching the targeted
media and publics. Media interest and coverage were both successful due to
SRWs efforts.
Challenge
SRW & Associates faced the challenge of securing proper media coverage in
Knoxville and surrounding areas for Cirque du Soleils show. The firm faced
many obstacles due to shows timing. Many popular Knoxville events, such
as the Dogwood Art Festival, were held during the shows visit to Knoxville.
SRW & Associate then faced the challenge of incorporating Cirque du Soleils
visit into Knoxvilles happenings by reaching the media outlets in a timely
manner in order to break through the clutter of other event promotions.
Communication Strategies and Tactics
Market research was executed before implementing a communication plan
for Cirque du Soleil. The firm compiled a market overview clearly defining the
key geographical areas, key media (including demographics and viewer
statistics) across all media platforms. Platforms consisted of print and online
newspapers, print and online calendars, social media sites and television
spots.
Research also included an overview of competition and events in Knoxville
during the time of the show. Unique opportunities and angles were pitched to
the client; pitches included behind the scenes look at Varekai and Cirque du
Soleil, special appearance of characters at other events and a photo
competition. SRW then used the research to implement advanced media

placements, special appearances, partnerships and special coverage of

Cirque du Soleil during the performance week.

Results and Evaluation

The campaign began in January 2014 through April 13, 2014. Overall, the
campaign was successful.
Advanced Media Results (January-March 2014)
o Calendar listings began February through April 13, 2014 with 19
postings to online calendars in the primary market of Knoxville
and surrounding counties.
o There were 11 calendar listings posted in the secondary markets
of the Tri-Cities and Chattanooga areas of Tennessee.
o March 2014 highlight/overview stories included 7 print & on-line
blogs and print stories;
o April 1 6, 2014 completed efforts included 1 radio & 1 major
daily newspaper feature;
o Visit Knoxville Social Media promotion of Varekai Photo Contest
beginning March 16, 2014 April 8, 2014 with paid social media
boosts to targeted audience over the final week.
Performance Week (April 7 13, 2014)
o April 7 13, 2014 completed efforts included 2 major print & online stories from major daily newspapers (1 in Knoxville primary
market & 1 in secondary market of Asheville, NC -2 hours away)
& 5 stories appearing on all 3 TV stations each day from 4/8
4/10, 2014.
Community Partnerships & Appearances
o WBIR-TV 10 on Live at Five at Four Magazine Show 6 segments
in 1 hour show on 4/8 with 2 characters in Costume;
o Dogwood Arts Festival Luncheon appearance of 4 characters in
costume greeting & entertaining 250 VIP guests on 4/9 &
appearing on a Live Shot at Noon News on WBIR-TV 10.
o Visit Knoxville social media promotion of on-line photo contest
generated 41 Entries
86 Shares 400 Likes 100k+Post Impressions with assist from
purchase of boosted post to targeted audiences in both the
primary & secondary markets in East Tennessee.

Feedback on Media Interest & Coverage

o Advance Media Day to other markets was pitched to multiple TV
& Print outlets and declined due to media outlet budgets for air
travel and conflict of interest policies on accepting coverage of
travel costs. Most of the markets in advance of our booking were
not cities/states within a reasonable driving distance which could
have made a difference.
o Media interest was high due to Cirque du Soleils reputation for
excellent and engaging entertainment and the local medias

familiarity with Cirque due to two previous engagements here in

past years.
o Timing of Media Coverage in advance of the show was typical of
this market generally prefer to began print publication no more
than 2 -3 weeks out & TV coverage generally occurs when a
production or show actually arrives & they can do live
video/interviews.
o Media Interest & Coverage during the week of the shows
premiere was excellent as noted above especially considering
the level of competing entertainment occurring in Knoxville that
week & weekend including Knoxville Opera on Friday/Sunday,
Rossini Festival & University of Tennessee Spring Football game
on Saturday; and multiple other smaller activities including
charity walks and much more all of which impacted ticket sales.

Suggestions for Improvement

o Quicker turn-around on Media Activity Requests and Community
Partnerships would have helped us launch a couple of initiatives
in a more timely manner & maximize their impact specifically
with Visit Knoxville and Dogwood Arts Festival.
o More information from Marketing to local PR firm on marketing
placements & buys would be helpful to know in order to leverage
marketing buys and/or make suggestions/connections with nontraditional opportunities.