The Week: Cirque du Soleil hires Publicis Dialog to integrated brief

Publicis Dialog has been awarded the £10 million integrated advertising account for Cirque du Soleil across Europe.

The agency triumphed in a pitch involving five undisclosed agency network teams.

It will now be briefed to create integrated activity aimed at increasing revenue from ticket sales, including offers to promote the circus troupe's upcoming tours and events, and encourage people who have been to previous performances to attend the new ones.

The resulting campaign will run across traditional advertising, a customer relationship marketing programme and online.

Cirque du Soleil has previously relied on PR and partnerships with media owners such as Heart FM and The Times to promote its shows. It has also run poster campaigns to support individual shows.

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