Canadian Tourism Commission announces official partnership with Cirque du Soleil
The Canadian Tourism Commission (CTC), has announced that it will partner with Cirque du Soleil’s™ newest show Varekai™, premiering at London’s Royal Albert Hall this Tuesday, the 8th January, 2008.
The deal, brokered by essentially group, is the first of its kind for CTC. The CTC UK team saw in Cirque du Soleil a unique platform on which to communicate the key messages about the Canadian experience; fun, friendly and, above all a country to explore: "We are very happy to be partnering with Varekai on the premier at the Royal Albert Hall. The meaning of Varekai is taking you wherever; and much like Canada, we are keen to encourage visitors to keep exploring; to find what they are looking for, " said Nim Singh, Acting Managing Director CTC, UK.
She continued: "We have explored numerous ways to highlight Canadian heritage and all that Canada has to offer visitors. It gives us great delight that through this partnership we can tell the story of Cirque du Soleil and its humble beginnings in the province of Quebec. We believe we have found a unique way to present the Canada message to Cirque’s discerning audience."
The partnership will be leveraged in a variety of ways, including brand awareness from the ongoing advertising campaign, hospitality opportunities, and most importantly access to unique experiential elements associated with Cirque’s performances.
Cirque du Soleil’s Corporate Alliance Manager, Aicha Lamniai, comments: "We are proud to be a Canadian company, having CTC as a partner strengthens our heritage. In the passed twenty three years we have grown from a group of street performances from Baie-Saint-Paul (Quebec) to an international entertainment company with over 700 artists and 15 unique shows world-wide. We are delighted to welcome CTC on board!"
Mike Vandrau, Sales Manager at essentially, adds: "This partnership is a fantastic opportunity for both Cirque du Soleil and CTC to build on their heritage and unique offerings. With such a distinctive and powerful platform we believe that the CTC will be able to bring the Canadian experience to life and really highlight the synergy that exists between Varekai and exploration."
essentially is the exclusive sponsorship agency for Cirque du Soleil in the UK and works on their behalf finding suitable partners to grow with the Cirque experience.