Cirque Du Soleil - TOTEM

Montreal-based, Cirque Du Soleil, enlisted the help of the Bill Kaelin Marketing with marketing consulting for its nationwide tour, TOTEM, during its three-month stop in Atlanta. Realizing that TOTEM needed strong support from the LGBT community as audience members to create successful shows throughout its tour, a partnership was built with the local LGBT community to help boost ticket sales.

 

Working alongside internal and external PR firms, the BKM team seamlessly integrated marketing concepts through a promotions campaign designed to target this specific market through media outreach, online support, and key events within the community.​

Our approach:

 

event production

created a series of live events at various nightlife venues throughout the city with a TOTEM performer in attendance. Venues and events honed in on key LGBT spots and tastemakers

 

strategic partnerships

executed a highly effective LGBT media outreach and solidified partnerships via advertising, promotions, and other media support within print and online publications including Fenuxe Magazine, David Magazine, Georgia Voice, and Project Q.

 

giveaways

offered continuous online support with promotions throughout bars, restaurants, nightclubs, and events through ticket giveaways. Venues included Blake’s on the Park, Burkhart’s, and Joe’s on Juniper

 

digital marketing

garnered ticket sales through email marketing and a strategic social media campaign

With a solid focus on relationship building within the LGBT community, the BKM team created cross-platform campaigns to bring Cirque du Soleil brand awareness, specifically the TOTEM tour, to a mass audience.

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