As part of this new collaboration, DAC’s Montreal office will be working with the Cirque du Soleil marketing team to plan and buy paid digital media for the North American tours, which will bring four shows across Canada and the United States.

Building awareness of an international brand while connecting with audiences in every city calls for a balance of broad consistency and local relevance. That is where DAC excels: translating the ambitions of large organizations into strategies tailored to the realities of each market.

DAC will tailor media initiatives to each destination and its local and visiting audiences. Campaigns will support the audience’s journey from discovering the shows to purchasing tickets, while taking the tour schedule into account.

“Every market has its own audience, competitive landscape, and cultural nuances. DAC brings a deep understanding of each city we visit, using local insights and market-specific strategies to connect our shows with the right audiences at the right time,” said Magdalena Pienkowska, Marketing Director, Cirque du Soleil.

“Cirque du Soleil is an iconic global brand rooted in Montreal and Quebec. This mandate gives us the opportunity to put our expertise to work. We’re proud to support these tours with an approach that combines a big-picture vision with local relevance, giving more audiences the chance to experience these shows,” said Mylène Savoie, General Manager, DAC Montreal.

At every stop on the tour, both teams will work together to give as many people as possible the chance to experience Cirque du Soleil’s unique shows.