Cirque de Paris

by Anouchka Bouglione

Owen coordinated the front-end logistics and marketing teams at Sarasota Box Office for the USA & Canada premieres of Cirque de Paris presented by Anouchka Bouglione. He completed all renderings, drawings, visa documentation, border carnet documentation, insurance negotiation, key artwork and branding, as well as oversee the booking & permitting teams.

Process – 01:

Utilizing existing Bouglione signature illustrations and the official French flag blue as the key color, Owen and colleagues brainstormed the brand. Owen then assembled the key artwork package.

Owen and the Sarasota Box Office team worked with Lisa Taylor at Osprey Nest Enterprises in developing a comprehensive PR toolkit and strategic messaging to guide the tour.

Process – 02:

Simultaneously while branding took place Owen worked with the Bouglione family to:

  • Develop a business plan
  • File visas with Silzer Law 
  • Negotiate insurance coverage (in the USA & Canada)
  • Coordinate the shipping of their one-of-a-kind hydraulic stage big top trailer from Europe with Events Logistics Worldwide.

Owen also worked with the Canadian and USA booking teams at Sarasota Box Office in selecting venues and coordinating various pre-production touring logistics.

Process – 03:

Build a website and social media pages.

Working with the team at 1 Trick Pony, Owen assembled a website utilizing the Sarasota Box Office WordPress theme and the proprietary StrawHouse© Ticketing Platform. The result was a dynamic, responsive and easy to use website filled with information on the show and history of the Bouglione family. Additionally, call to action buttons and geo-targeting modules ensured every viewer could quickly become a customer!

Accompanying Instagram and Facebook pages were created and organized for the Sarasota Box Office social media team to take over and use to develop the online presence of Cirque de Paris.

PROCESS – 04:

Launch a multi media campaign. Owen directly supervised and budgeted Radio, Newspaper, Print and Social Media advertising. He built and deployed the social media ads strategy through the Meta ads manager. The social media campaign had a full funnel approach with reach, conversion, retargeting and more for the campaign structure.

Owen’s team at the Sarasota Box Office managed the ads and engagement on the social pages, nurturing an engaged audience. One of Owen’s team members worked with him to organize influencers (paid and unpaid), share to local groups and get placements on local parenting publications.

PROCESS – 05:

During the advertising period, Owen and the booking department worked on permits, inspections, rentals and more. Owen specifically wrote the 20+ page ERP and letters to various permit departments. Owen worked with Sarasota Box Office’s executive architect in drawing VectorWorks lot drawings and compiling the necessary permit set documentation, consulting with the original equipment manufacturers in Europe. Owen worked on the onsite logistics to send the team onsite to finish the permitting process and for social media content.

PROCESS – 06:

Owen and team deployed an aggressive opening week PR, influencer and on the ground marketing campaign to sling-shot this European brand into a successful 30 week tour.

Owen designed flags, banners, menu boards and other accessory artwork to reinforce the brand across all onsite avenues. Owen co-coordinated the onsite opening weekend PR team and on-air personalities.

Owen programed and trained the onsite team on the Square POS system and ensured the front of house systems were operating smoothly.

In Quebec, Owen worked with French & Canada based PR agency Wink Strategies to deploy a multifaceted PR strategy.

Results:

Owen’s strong application of social media, print, PR and the associated advertising built a strong brand in a remarkably quick period of time. The average ROAS of the Meta ads were 8.07x directly resulting in over 12,000 orders across the 30 week season. Owen and the Sarasota Box Office team sold through their StrawHouse Ticketing Platform over 60,000 tickets during the season, regularly packing this 375 seat boutique big top.

In Canada, over 60% of the performances were SOLD OUT. Ottawa, ON, Barrie, ON, Quebec City, QC were all 100% sold out.