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How Cirque du Soleil Transformed its Strategy from Showtime to All the Time

Update Transforming the Experience: A New Era for Cirque du Soleil Cirque du Soleil has delighted audiences across the globe with its breathtaking performances that blend acrobatics, artistry, and storytelling. As the world changes, so too does the need for brands to adapt and innovate, particularly in the wake of disruptions like the pandemic. In their latest endeavor, Cirque is not merely resigning itself to transient spectacles but is instead building a brand that seeks to resonate deeply with its audience on multiple layers. Extending Beyond the Stage During a recent ADWEEK House fireside chat, Cirque’s Chief Customer Experience Officer, Anne Belliveau, shared how the pandemic presented an unexpected opportunity for reinvention. With a drastic reduction in performances—what once saw 40 global shows now dropped to zero—Cirque found themselves in a unique position to rethink their audience engagement strategies. A post-pandemic survey revealed that while Cirque maintains high brand awareness, fans expressed a desire for more than just live shows. They yearned for ongoing interactions with the brand across various digital formats. Developing a 360-Degree Brand Architecture Recognizing the need for a diversified approach, Belliveau and her team redefined the customer journey. They moved from the traditional linear model where customers simply bought tickets and attended shows, to a more holistic “all the time” engagement model. “We took it from showtime to all the time,” Belliveau emphasized. Under this new umbrella, Cirque has built a three-pillar structure: experience, studio, and collection. This strategic architecture not only creates a coherent brand identity but also enables the incorporation of various touchpoints tailored to resonate with their audience. Inspirational Messaging: A Call to Action The brand’s new tagline, “Feel the inspiration,” encapsulates Cirque’s desire to go beyond mere entertainment. By framing it as an action-oriented statement, the brand invites consumers to seek a better version of themselves through involvement with its offerings. As Belliveau remarked, “Consumers don’t just buy your product. They buy into hope.” This concept transcends traditional marketing approaches and could inspire decision-makers in various sectors to embrace a more holistic view of customer engagement. Leveraging New Platforms for Engagement To cater to its audience's evolving needs and to create a richer digital presence, Cirque has revamped its sales channels, transitioning from mere ticket vendors to 'content channels' that actively engage and entertain. This pivot enabled the brand to cater to audiences in ways that were previously unexplored. The success of advertising video on demand (AVOD) and free ad-supported TV (FAST) formats has fortified Cirque’s visibility while enhancing possibilities for organic growth in its audience base. Utilizing Technology and Building Community Moreover, Cirque has actively fostered a community around its brand through an ambassador network consisting of its artists. This innovative move has empowered them to generate original content that circles back to the larger Cirque ecosystem. As a result, the brand is not only engaging its existing fans but is also attracting new audiences who want to partake in the artistry and creativity that defines Cirque. Reflections on Engagement for Executives For executive-level decision-makers looking to scale their businesses, Cirque’s strategy offers meaningful insights into customer engagement and brand transformation. The model demonstrates that understanding customer desires and emotional connections is paramount in building brand loyalty. It prompts leaders to examine how they can similarly shift from transactional interactions to emotional engagements with their customers and stakeholders. The strategic insights provided by Cirque du Soleil not only reflect broader trends in branding and marketing but also highlight the importance of adaptability in a constantly changing landscape. As companies look to enhance their own engagement strategies, understanding the journey and aspirations of their audience will be key. Now is the time for businesses to explore new avenues, recognize shifting consumer expectations, and implement engaging solutions that resonate across the digital and physical realms.