Overview
Cavalia is a mix of equestrian and performing arts, multimedia and special effects. Under the largest Big Top on earth, a 50-metre stage permits the horses to express themselves in all their splendour, nobility and strength, often completely free.
Objective
- As this was Cavalia’s first show in Vancouver, they needed to introduce the concept to the Greater Vancouver audience
- Drive ticket sales for the March 8 – April 22nd shows
- Create sustaining brand name recognition in anticipation of a returning show in 2012
- Reach 35+ year old women, their primary target market
Recommendation: Print
- Launch with a double truck in the A section prior to Christmas to capitalize on tickets being bought as gifts
- Sustaining throughout December with page 3, 5 and 7 placement.
- Resume advertising in late January right up until Opening Night as Vancouver is a very last minute market for committing to events.
- Gatefold on Opening Day in The Vancouver Sun and double Truck in The Province
- Hawking program at high traffic locations around transit
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Recommendation: Online
- Editorial content page where all content written about Cavalia, including video footage, was housed
- Takeover on the Entertainment Channel
- Top layer on the home page
- Mobile campaign
Contest
- Contest ran in both The Vancouver Sun and The Province and garnered an impressive 3,695 total entries in a very short time frame.
Results
- The launch schedule reached 58% of Greater Vancouver an average of 4.7 times.
- It reached 60% of women aged 35+ an average of 5 times.
- Show so successful the run was extended
- The Sun scored very high in their surveys and was 3x better than expected in pre-sales for the first day on sale.
- Vancouver was the best presale that the show had had in seven years
- Online campaign of almost 900,000 impressions had an extremely high click through rate of 0.32% |
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