Advertising video on demand (AVOD) and Free ad-supported TV (FAST) have become instrumental channels for improving Cirque’s visibility. The brand has also developed an ambassador network with its artists, where they create their own content for Cirque’s site and vice versa. For instance, Cirque has used Meta’s new AI glasses on its acrobats to produce an AI-driven content series.

“This is a trust loop that we built within our audience with our own artists that is really successful,” Belliveau added. “AVOD proved an amazing tactic for us, and it became our own amazing broadcasting instrument that we use.”

A new brand architecture to engage audiences

Belliveau shared that Cirque’s audience is wealthy, educated, and global.

“What we love about our audience is that it is universal. We go above the cultural barriers as we have no language, and we bring the awe feeling,” Belliveau pointed out.

She added that Cirque is attractive for marketers because its audience does not cross over with the live sports audience.

“It’s a very different approach. It’s an artistic, entertainment-driven audience,” Belliveau said. “And that’s what brands that are over-indexing, for example, in sports, are coming to us for. To help them diversify.”

Belliveau said Cirque’s new brand platform has created awareness, retention, loyalty, and, most of all, engagement. “That’s the beauty of this brand architecture—you can enter from many doors. You can enter as a consumer of our content.”

Belliveau concluded, “Once you experience one touch point, of course, the idea is to cross-reference all the others and to keep you in our environment from a 360 point of view.”