Case Study:
Cirque du Soleil’s one-of-a-kind show, CRYSTAL, blended circus art with the world of ice skating, taking the Cleveland audience on a never-before-seen journey into a whimsical frozen playground. Five performances took place at Rocket Mortgage Fieldhouse in July 2022. Irvin PR was charged with leading the PR strategy.
Groundwork: Prior to developing a PR strategy and timeline to guide our campaign, Irvin PR developed a SWOT analysis and market research. Findings helped us to better determine a clear direction for best tactics in messaging, earned media, community outreach and social influencer initiatives in the Cleveland market for our target audience.
Advanced Media & Community Relations: Irvin PR identified a steady trickle of community engagement and media opportunities in the weeks leading up to the show.
Week of Show Media: In addition to joining TV morning shows for in-studio appearances leading up to the premiere, traditional media and influencers were invited to attend an exclusive rehearsal with behind-the-scenes access to stunts, wardrobe, and character interviews.
Cirque du Soleil’s CRYSTAL received more than 35 traditional (TV, radio, online and print) media placements on the local level, estimating a publicity value of nearly $450k. Three local influencers published 14 posts totaling more than 500k impressions and an additional $60k in earned media value.
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